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.