Industry Super Australia launches ‘Compare the Retirement’ campaign via The Shannon Company

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For almost 20 years Industry Super Australia, with its creative agency The Shannon Company, has encouraged Australians to ‘Compare The Pair’ when considering their superannuation fund. And now it has commenced a new complementary chapter, launching ‘Compare the Retirement’ across television, radio and digital with media strategy partner Initiative.


Says Alana Burnside, director of marketing, Industry Super Australia: “Evidence shows that when you demonstrate that your super can still grow from strong net returns with an Industry SuperFund, while you draw down an income in the first years of retirement, you really cut through to the heart of what retirees want – security to deliver them the flexibility and control that they need.

“Our pre-retirees are not wanting big overseas holidays or yachts, just peace of mind that they can continue to afford the lifestyle they’re used to, in retirement. However, many are confused about their options.”

Says Michael Daddo, managing partner, The Shannon Company: “The ‘Compare the Retirement’ campaign educates pre-retirees about how they can conquer ‘FORO’ – fear of running out – as they can be better off keeping their super savings invested, drawing a regular income of their choosing, and taking money out as and when they need. We do this by using the Compare the Pair creative framework.”

Says Stuart Nightingale, creative director, The Shannon Company: “‘Compare the Pair’ is an iconic campaign which has helped millions of Australians see how much better off they could be with an Industry SuperFund.

“To help those heading into retirement see the benefits of sticking with their fund, we took the same formula and the same voiceover to ‘drive’ home the message.

“The driving range is a simple and relatable way to see the difference in performance between the different types of funds, leaving viewers in no doubt about the benefits of an Industry SuperFund in retirement.”

Says Alana Lowe, senior client director, Initiative: “We know that we’re operating in a challenging climate where more than ever, pre-retirees want to take control of their future and feel confident their super won’t just sustain them throughout retirement, but fulfill them.

“Therefore from a media approach we focussed on surrounding trusted environments and partnering with trusted voices in culture to reinforce that your future is in safe hands with an ISF.”

Adds Burnside: “We’ve built trust with Australians through the Compare the Pair message over 18 years and Compare the Retirement is about drawing on the close familiarity Australians already have with the message, to provide people approaching retirement with the critical knowledge, reassurance and confidence that their money could go further with an Industry SuperFund.”

View the campaign hub:

Client: Industry Super Australia
ISA Marketing Director Alana Burnside
ISA Senior Manager Brand & Marketing Bronwyn Hooton
ISA Marketing Campaign Officer Helen Avramidis
ISA Assistant Marketing Manager – Digital Brooke Sullivan

Creative agency: The Shannon Company
Managing Partner / Strategy: Michael Daddo
Group Business Director: David Dumas
Business Director: Julian Eimutis
Business Executive: Matilda Lloyd
Creative Director: Stuart Nightingale
Senior Art Director: Kim Hellier
TSC Producer: Jo Theoharis

Media agency: Initiative
National Strategy Director: Thomas Dodd
Senior Client Director Alana Lowe
Associate Director Maddison Jones

Production Company: The Shannon Company
Director: James Shannon
Producer: Beaver