2012 Winners

Using a range of methods including those not traditionally adopted by super providers, the campaign achieved all business and communication objectives. Ultimately, super accounts worth $67M were rolled into AustralianSuper helping around 8,000 members maximise their retirement savings.

A multi-channel campaign incorporating print, email, mobile and web was developed, with two imperative messages: there is “free” money on offer and it’s easy to access. Hence the slogan: “Money for Jam”. The campaign was distributed according to the communication preferences members had indicated on their online personal profile. A key outcome from the campaign was that 63 per cent of responders to the campaign were first time contributors. Furthermore, analysis revealed those who received the campaign made contributions 2.7 times higher than those who didn’t receive the campaign.

Kick Start was created as a sub-brand identity, designed to resonate, connect and engage with young people. The campaign involved an integrated telecast sponsorship of The Voice, leveraging The Voice IP in a unique and dynamic logo lock-up with Kick Start. The campaign was fully integrated throughout Nine Entertainment company assets (Channel Nine, ACP Magazines, Mi9 (NineMSN) and The Voice website and social channels. It was also integrated throughout AustralianSuper via a website campaign page, exclusive member competition, member EDM’s, call centre activation (on-hold, Q & As and scripts), PR and social media.

The competition generated significant media exposure for the fund, reinforced HOSTPLUS as a social media leader, built a national employment database and kick-started the careers of some of Australia’s aspiring young chefs.

To that end, they devised a campaign called “Super Revolution” that wrapped up and simplified the key engagement areas of super into 7 straightforward tips to encourage members to become super savvy. Their member base was then segmented by key messages and specific demographic categories such as age and sex, allowing for a highly targeted campaign. Sixteen different statement cover-letters were created and each included a specific “call to action” relating to one of the 7 “Super Revolution” tips and the supporting documentation to take that action was enclosed.

The Expos featured presentations by leading commentator on customer, cultural and demographic trends, Bernard Salt; as well as from RBF Chief Executive Officer, Philip Mussared; RBF Chief Investments Officer, Dr Ian Lundy; and President of the RBF Board, Damian Egan. Ninety-two per cent of attendees were ‘satisfied’/’totally satisfied’ with the key note presentation.

The communication was developed into a campaign, which included direct marketing initiatives using direct mail, email, inbound and outbound telemarketing, member statements and the web. It also included employer communications, workplace campaigns, editorials, experiential marketing, social media, public relations and advertising across TV, print and online. The campaign achieved all business and communication objectives. Approximately 12,000 lost super accounts were rolled into AustralianSuper at an average of $5,674.

This Annual Report was the tangible embodiment of the strategic direction of Cbus to become a leader in transparency and fund governance – and was produced to budget in only six weeks, which included photography and printing.

The objectives of the kit included: Engage new members; Make super easy to understand; Increase the number of members that take-up the voluntary insurance offer; Be innovative and develop an online component where information is interactive and easy to access. This new element of the kit – the Webkey – launches an online experience where members can access incorporation documents, tools and calculators (USB size). The new kit reduced their costs by 19 per cent and is attracting positive member feedback.

Its limited public offer mandate allows the extended family of current members to join the fund, and it was this notion of family that Telstra Super celebrated and became the key message of its 2010/2011 Annual Report. With stunning photography, emotional profiles and a commitment to financial disclosure, Telstra Super's 2010/2011 Annual Report celebrates the fund's strength and the families that together, make up the very special Telstra Super family.

Kick Start was created as a sub-brand identity, designed to resonate, connect and engage with young people and the campaign involved an integrated telecast sponsorship of The Voice. Social Media was a crucial element of the campaign; as part of a youth engagement strategy, Facebook and Twitter were recognised as ideal mediums to engage with this audience. This provided the perfect opportunity to launch AustralianSuper's social media presence and to increase engagement by continually leveraging The Voice association.

Using the annual university law student revues as the anchor for the competition, the Law Revue of the Year Facebook competition provided a national stage using social media (Facebook) to: promote the country’s best student law revues from universities across Australia; create a dialogue with law students across the nation; and build familiarity with the legalsuper brand before they embark on a career in law. By helping to promote, fund, and raise the profile of the much-anticipated annual student law revues – an event which is close to the hearts of legalsuper’s graduating and future members – legalsuper has been able to significantly increase its brand awareness and familiarity among young aspiring lawyers.