Compare The Pair moves into Retirement via The Shannon Company

30 January 2024

Media Agency: Initiative (NSW)

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Industry Super Australia's new complementary chapter.

Industry Super Australia, with its creative agency The Shannon Company, wants Australians to ‘Compare The Pair’ when considering their superannuation fund.

Industry Super Australia has started a new complementary chapter, ‘Compare the Retirement’, across television, radio and digital with media strategy partner, Initiative.

Industry Super Australia’s director of marketing, Alana Burnside, says evidence shows that when demonstrating that one's super can still grow from strong net returns with an Industry SuperFund, while drawing down an income in the first years of retirement, people can really cut through to the heart of what retirees want.

"Security to deliver them the flexibility and control that they need," she says.

“Our pre-retirees are not wanting big overseas holidays or yachts, just peace of mind that they can continue to afford the lifestyle they’re used to, in retirement. However, many are confused about their options."

The Shannon Company’s managing partner, Michael Daddo, says the ‘Compare the Retirement’ campaign educates pre-retirees about how they can conquer ‘FORO’ - fear of running out.

"As they can be better off keeping their super savings invested, drawing a regular income of their choosing, and taking money out as and when they need," says Daddo.

"We do this by using the Compare the Pair creative framework.”

Stuart Nightingale, creative director at The Shannon Company, says, 'Compare the Pair’ is an iconic campaign which has helped millions of Australians see how much better off they could be with an Industry SuperFund.

“To help those heading into retirement see the benefits of sticking with their fund, we took the same formula and the same voiceover to ‘drive’ home the message.”

“The driving range is a simple and relatable way to see the difference in performance between the different types of funds, leaving viewers in no doubt about the benefits of an Industry SuperFund in retirement.”

Alana Lowe, senior client director at Initiative, says know that people are now operating in a challenging climate where more than ever, pre-retirees want to take control of their future and feel confident their super won’t just sustain them throughout retirement, but fulfill them.

“Therefore from a media approach we focussed on surrounding trusted environments and partnering with trusted voices in culture to reinforce that your future is in safe hands with an ISF," says Lowe.

Burnside says that the company has built trust with Australians through the Compare the Pair message over 18 years.

"Compare the Retirement is about drawing on the close familiarity Australians already have with the message, to provide people approaching retirement with the critical knowledge, reassurance and confidence that their money could go further with an Industry SuperFund.”

The new Compare the Retirement campaign launched Sunday, January 28, 2024.



Client: Industry Super Australia
ISA Marketing Director Alana Burnside
ISA Senior Manager Brand & Marketing Bronwyn Hooton
ISA Marketing Campaign Officer Helen Avramidis
ISA Assistant Marketing Manager - Digital Brooke Sullivan

Creative agency: The Shannon Company
Managing Partner / Strategy Michael Daddo
Client Service team David Dumas (Group Business Director), Julian Eimutis (Business
Director), Matilda Lloyd (Business Executive)
Creative team Stuart Nightingale (Creative Director), Kim Hellier (Senior Art Director)
TSC Producer Jo Theoharis

Media agency: Initiative
National Strategy Director: Thomas Dodd
Senior Client Director Alana Lowe
Associate Director Maddison Jones
Production company: The Shannon Company
Director: James Shannon
Producer: Beaver

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