SuperBoring Campaign App for Intrust Super
The Background
Intrust Super needed to connect with 18 to 29 year olds. That meant confronting an uncomfortable truth: when you’re 40 years from retirement, superannuation is about as far from interesting as it gets. Working alongside OMD and New Word Order, Mettro helped develop SuperBoring, an integrated campaign built around that honesty. It ran across a mobile app, microsite, social media, radio, and online display.
The Challenge
You can’t make super exciting by pretending it is. The brief was to reach the newbie generation on their own terms, in channels they actually used, with something worth their attention. The campaign needed a creative hook strong enough to drive participation and a technical platform capable of handling the traffic spikes a targeted digital push would generate.
Our Approach
The idea was to hand the audience a creative tool and get them making something. Mettro built a custom animated GIF creation tool, deployed across a microsite, an iPhone app, and an Android app. Users created GIFs that were displayed on the SuperBoring website alongside all other entries, turning the campaign into a live gallery of participation.
The prizes gave people a reason to enter. Winners could choose between New York Fashion Week, Coachella, or Las Vegas, each valued at around $40,000. Mettro also handled the technical infrastructure, deploying cloud-hosted computing with load balancing to manage the traffic peaks driven by OMD’s targeted digital advertising and direct mail activity.
The Outcome
SuperBoring took out two Silver BADC Awards, one for Mobile Content Advertising and one for Microsites. The campaign delivered on its brief: a superannuation brand found genuine traction with a generation that had every reason to tune out.
