To help consumers cut through the psychological barrier that exists with superannuation, VicSuper decided to do something that no super fund had done before. The fund built a secure vault and gave the Victorian public the chance to literally hold their future in their hands. Whether people had $10,000 or $800,000 in superannuation, they were able to experience it for what it is – real money – and understand how much they were on track to retire with.

Keep Left worked with VicSuper and Cummins&Partners to launch and promote the concept via earned media and also manage influencer engagement to spread the word about this novel idea.

The success of this campaign was all in the planning. Keep Left hosted a preview day for media and bloggers at the Decent Exposure Studios in Prahran, which gave them the chance to experience the vault in a controlled environment and capture footage and photography that could be published out ‘thunderclap style’ on launch day. Keep Left engaged behavioural psychologist Simon Kinsella to facilitate the experience for media and influencers, and explain the principles of delayed gratification which fundamentally underpins why people generally have a high level of apathy towards super.

As our strategy focused on driving traffic to the VicSuper’s campaign microsite, we also prioritised digital media. The influencers we worked with at the preview event all uploaded their posts on launch day and heavily promoted these through their social channels, in many instances with paid spend to ensure maximum reach. We also secured a number of high-profile online pieces with news.com.au, Yahoo7! and The New Daily which included links to the VicSuper microsite.