Industry Super Australia has launched a new campaign, encouraging consumers to look for the “iconic” industry super fund symbol.
The campaign is aimed at increasing the reliance on, and confidence in, the industry super fund symbol when choosing a super fund, according to a statement by Industry Super Australia. This builds on the fallout from the Financial Services Royal Commission “that has seen a wave of Australians turn their back on retail super funds in favour of industry funds”.
“With industry super funds’ consistent outperformance, the campaign positions the Industry SuperFund symbol as a determinant of quality funds – which on average outperform retail funds – making it easier for consumers to choose a fund that is high quality.”
“The imagery features everyday Australians creating the symbol, with the key message that ‘There’s only one thing to look for. Choose a super fund with this symbol.’”
“The campaign builds on Industry SuperFunds’ well-known ‘Compare the Pair’ campaign, which helps consumers do the maths simply and quickly when comparing super funds, boosting awareness about what to consider when choosing a super fund.”
The campaign consists of two 15-second TV ads running nationally, combined with “outdoor presence and digital activity”.
“The key message will also be integrated across broadcast sponsorships through the AFL and Channel 7 News.”
Earlier in 2019 Industry Super Australia launched a campaign targeting unpaid super.