Kinetic Super "The Super that moves with you"

Our challenge (Myself & Brian Thacker ) was to launch a newly formed super fund and increase the number of active members. Three superannuation funds were merged to form Kinetic Super. The combined membership was over 300,000 however half were inactive. Through our research it was discovered that the 150,000 inactive members had the remainder of their super hidden everywhere without any idea how to look for it and in most instances little motivation to do so. An integrated marketing campaign was created that included video, digital, radio, metrolites, billboards, tram and bus interiors and super-trams – highlighting how your super could be scattered everywhere. As a way of bringing the brand to life and engaging people we also threw a lucky few into a giant Ball Pit to find hidden prizes. The campaign ultimately enticed members to go and look! Website traffic increased by 300% and resulted in a 150% increase of new memberships over the campaign period. The ‘Finders Keepers’ activation sites in Melbourne and Sydney attracted large and enthusiastic crowds.

Kinetic Super 'Finders Keepers' Activation Video.

'Finders Keepers' Activation Staff T-Shirts, Federation Square concept layout,
Logo graphic lockup and Activation entry flyers.

'Finders Keepers' Tram and Bus shelter Metrolites, Tram Wrap and escalator advertisement.

A 'Finders Keepers' Web Banner Ad. Many different sizes were produced.

'Finders Keepers' Advertisements placed in the Classified section
of the Herald Sun and Competition landing page.

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