Deconstruct the intent of the campaign, nail the essence of the message and think laterally to create compelling content that works
“BlueChip demonstrates a consistently high quality standard of work. Particularly when it relates to industry knowledge, proactivity and initiative.”
CEO, Industry Association
|
The Brief
To reach all Australians and encourage them to feel engaged with their retirement planning and take direct action. Easier said than done? This brief from a leading Australian superannuation fund challenged BlueChip to develop an integrated consumer campaign to better connect all Australians with their retirement savings. Making the brief more interesting, a direct message to politicians was required to support boosting compulsory super payments from 9% to 12%.
At the heart of the campaign was a unique benchmark study, commissioned by the client to research just how prepared Australians are for their retirement. An online calculator would enable the audience to assess their own retirement readiness – and prompt them to take action to improve their personal retirement outcomes.
The Response
BlueChip sought to amplify the client’s credentials as a consumer-focused organisation. A multi-channel approach was designed, linked by the single message of consumer advocacy - not only for the client’s members, but the broader community.
A supporting message was created to back a 3% boost to the superannuation guarantee. The packaged story was pitched - as spearhead for the campaign – as a front-page exclusive in Australia’s biggest circulation daily tabloid, the Herald Sun (and syndicated nationwide). Behind this, a multi-layered media strategy delivered ongoing media presence in national, regional and specialist media.
|
|
The Results
- Unprecedented: 30+ pieces of media coverage over a two week period, driving significant traffic to the client’s website. Front page presence was achieved in target media nationwide, with ongoing media enquiries received throughout the year proving the sustained momentum of the campaign. The campaign is now an annual fixture.
- And the 12% SG?
It has received bi-partisan political support, as politicians have been convinced of the merits of securing the future retirements of all Australians.
|