FairVine Super challenges an industry notorious for ignoring women’s needs in first major marketing campaign via Love + Money
FairVine Super has launched a cheeky new campaign via Love + Money, which makes light of the fact that women are vastly under-served when it comes to superannuation products tailored for their needs.
It is the first major marketing campaign for the up-and-coming super fund for women, and consists of OOH billboards In Sydney, pre-roll ads on Facebook and YouTube, and display ads across Google, Instagram and Facebook.
The billboards allude to the financial services industry’s laissez-faire attitude towards women, while setting up FairVine Super as a brand that does, in fact, care about women.
The campaign coincides with a major refresh of the brand’s website, which has been better optimised for mobile to accommodate the greater proportion of traffic from mobile devices.
Says Bea Brabante, creative director, FairVine Super: “We wanted to raise some eyebrows to highlight the indifference that’s traditionally been shown to women when it comes to financial products, particularly in the superannuation space.
“At the same time, we wanted to lay claim to our heritage as a super fund built from day one to service the unique lifecycle and needs of women. Our female focus is not an afterthought – it’s our reason for being.”
Creative: Love + Money, FairVine Super
Media: OOH Media
Video: FairVine Super
For more information on FairVine Super, visit www.fairvine.com.au.