Australians struggle with the idea of putting aside funds for retirement, preferring to spend now than sacrifice money to invest in the far future.
To make the sense of retirement funding relevant to the now, we turned the tables on traditional thinking and debunked the idea that superannuation is something to worry about later.
Using an integrated microsite, inspirational short films, interviews, articles, tips and expert opinions, our digital campaign ‘Grey is the New Black’ put Suncorp Super front of mind by making it less about money and more about pursuing personal passions – not just in retirement, but right now.
By inspiring Australians to invest in themelves, we inspired them to find their ‘thing’ now, so that when they do go grey (if not already), they’re good to go.
View the other two films: THE ARTIST and THE CAKE MAKER.
52% IMPROVEMENT IN BRAND PERCEPTION
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