TelstraSuper
Superannuation often falls into the ‘too hard’ basket – perceived as a complicated and distant problem. Our approach is to deliver information personally and bite-sized, sparking member action and making the seemingly complex topic more approachable.
Since 2019, TelstraSuper, a leading profit-for-members superannuation fund, has been journeying to revitalise its brand and communication strategy, marking a collaborative effort characterised by creativity, expertise, and fresh thinking. Together, we’ve crafted impactful campaigns that not only resonate with existing members but also attract new ones.
TelstraSuper Campaigns
When it comes to super, there’s a plethora of considerations for a member throughout their lifetime — joining the Fund, insurance, extra contributions, tax benefits, consolidating funds, investments, and planning for retirement. The list is extensive. Adding to the complexity is the fact that a member’s needs and priorities will evolve over time. It’s undeniably one of the most complicated — not to mention significant — sets of financial decisions the average Aussie will make. So, how do you guide customers along the way?
While collaborating closely with the marketing team, our ongoing approach is to deliver simple, tangible, and personal bite-size campaigns, helping educate and empower members to make those smart financial decisions. While the briefs might differ, our campaign approach remains consistent — memorable creative, layouts with a strong hierarchy for content skimmers, icons to guide the eye, and a motivating call to action. All digital campaigns are highly segmented by the target audience to ensure content hits the mark and is delivered across email, landing pages, and social channels.
Campaign
Copywriting
Digital Assets
”Our members are finding great value in our email communications, with our open rate almost double the industry average.”
Chris Davies, Chief Executive Officer at TelstraSuper