QSuper, one of Australia’s largest superannuation funds needed to go to market with a new brand campaign to position themselves as a leading member first superannuation fund.
Real member testimonial was the key strategy put forward for this campaign. Using real members we were able to tell their story of their everyday life, building a strong emotional connection to the campaign. The campaign tied back to the strong service given by QSuper which in turn allowed them to lead the lives told in the stories.
The campaign used video footage to tell the stories on social media and website and was backed up by a solid print and outdoor media campaign. This integrated approach allowed the campaign messaging to be viewable across the state of Queensland to all members and potential members instilling a sense of trust, security and tradition that has been in place for over 100 years.