We created a cross-platform app that elevated a superannuation brand to a cutting-edge Gen Y magnet.
Intrust Super wanted to appeal to the 18-29 demographic and we all had to acknowledge one simple fact: when you’re 40 years from retirement, there is nothing duller than superannuation.
We worked with OMD and New Word Order to come up with the concept of SuperBoring. Working together to speak straight to Gen Y on an integrated campaign using a mobile app, website, social media, and radio, mobile and online display.
We had to face facts: Super is Boring!
key to the kids
We wanted to appeal to the audience’s creative side and get them engaged, so we challenged them to create an animated GIF, which was then displayed on the SuperBoring website along with the other entries. The choice of prizes for the winning entrant were seriously impressive: a trip to the USA for New York Fashion Week, Coachella in California, or a party and play option in Las Vegas – each worth around $40,000.
We designed a custom-written, animated GIF creation tool, which we deployed on an entertaining microsite, iPhone app and Android app.
Ooh, that’s fresh!
We ensured the success of the campaign by strategising and deploying cloud hosted computing with load balancing to allow for peaks in traffic driven by targeted digital advertising conducted by OMD and electronic direct mail. The result was one of the freshest campaigns we have worked on so far. And boring got awesome.