Spirit Super helps apprentices to ‘Start Strong’ in new campaign via Common Ventures

Spirit Super has launched a campaign targeting Australians joining the workforce for the first time. The socially-led campaign is the third developed by Common Ventures for the super fund.

 

Says David Roberts, general manager marketing, brand and communications, Spirit Super: “Choosing the right super fund early, goes a long way to improve young people’s retirement outcomes, but this is also the stage when most are not thinking about retirement yet. Leading with the usual proposition wasn’t going to resonate with this audience in the same way, so we needed to create a campaign that would appeal to those that are notoriously difficult to reach when engaging with super.”

The campaign targets the approximately 170,000 Australians starting an apprenticeship or traineeship each year. They are young, the majority of them (70%), are under the age of 25, and in most cases, they are not yet financially literate or are unlikely to care about super or their retirement. The campaign targets this audience across social and digital channels, including TikTok, YouTube, Meta, Snapchat, Twitch, digital display and mobile gaming.

To make the campaign engaging and accessible, “Start Strong” taps into humorous moments that occur at the start of a career, those first days that are full of mistakes and just downright embarrassing moments. We know first jobs aren’t always pretty, but as long as you choose a good super fund… you’ll be starting strong.

Says Alex Don, account lead, Common Ventures: “We are all familiar with first-day-on-the-job fails and the dread that comes from a moment that, at the time, feels world ending. These moments always create the best stories and formed a great basis for the creative to flourish.”

Says Masha Rimsh, creative, Common Ventures: “We were mindful of the short attention spans of our audience. First-day moments were the perfect territory to tap into when it came to crafting stories that could land quickly.”

Spirit Super, recently awarded the best for customer experience by CSBA, as well as the Best Fund for Value and finalist for Best Fund for Young Australians by WeMoney, is the industry super fund that works hard for Aussies. Combined with strong returns and low fees, you can Start Strong by joining at spiritsuper.com.au. The campaign is live from December.

Client: Spirit Super
General Manager Marketing, Brand and Communications: David Roberts
Marketing & Acquisition Manager: Allison Jongbloed
Senior Marketing Consultant: Elly Hope

Creative agency and production house: Common Ventures
Executive Creative Director: Brian Merrifield
Creative: Masha Rimsh
Creative: Tom Barker
Account Lead: Alex Don
Director: James Crawley
Producer: Tim Russell
DOP: Jamie Gray
Photographer: Bill Chen
Casting: Chicken & Chips