Supporting young Australian workers.
CBUS Super is supporting young Australian workers in a campaign via Shannon Behaviour Change.
CBUS Super Group head of brand and marketing Potta Findikidis said the Fund wanted young people to see CBUS Super as an ally in building their wealth, rather than super as a future problem to be solved.
“Our optimistic brand promise for the next generation of members – Build your something – is about creating a connection with CBUS from the beginning of someone’s working life,” Findikidis said.
“It’s about showing that we are here to support and guide members as they go through life’s moments and take steps towards the future they want to build.
“We’re focusing on empowering our members to achieve their something, to be more confident about their financial security and supporting them all the way to a happy retirement.”
The brand campaign will roll out across TV, video on demand, social, digital, audio and out-of-home.
Shannon Behaviour Change client partner Elisa Horan said the creative idea’s build of momentum mirrors life itself.
“Superannuation can be a hard category to crack because the payoff feels abstract to young people. This idea turns it into something you can feel,” Horan said.
“It’s optimistic, entertaining and designed to make joining CBUS feel like a smart move for the future you.”
CREDITS
Client: Cbus Super
Group Head of Brand and Marketing: Potta Findikidis
Head of Brand and Content: Sue Brailsford
Senior Manager Brand Communications: Jacob Dealy Hewitt
Senior Manager Brand Management: Alastair Sykes
Senior Manager Brand Governance: Razia Dzananovic
Creative agency: Shannon Behaviour Change
Senior Creative: Harry Bastin
Art Director: Nathan Barrow
Creative Director: James Shannon
Client Partner: Elisa Horan
Business Director: Tenneille Stone
Producer: Jo Theoharis
Production: The Producers
Director: Matt Kamen
Executive Producer: Noelle Jones
Producer: Krystal Bastin
Media Agency: Initiative Media
Associate Director: Alex Glavenko
Group Investment Director: Sam Bailey
Senior Investment Executive: Ridhima
Group Business Director: Tom Woodcock
Strategy Director: Tate Nalen
