Colonial First State urges Aussies to take super off autopilot, via It’s Friday
Colonial First State found that over half of all Australians leave their super on ‘set and forget’, without monitoring its performance.
In a new campaign from It’s Friday, launching across film, outdoor, radio, social and digital, Colonial First State wants to “jolt every Australian into being more involved with their super to make sure that it’s not sitting in an average fund, headed for an average retirement”.
Josh Grace, group executive, customer office at Colonial First State said: “Being on autopilot with your super is an easy trap to fall into. The industry has conditioned Aussies to set and forget. But paying high fees or enduring poor performance can have a major impact on your retirement savings. In fact, they might be shocked at just how average their recent performance has been.
“With this campaign, we want to get people off autopilot and realise that it’s easier than they think to defy average simply by switching to Colonial First State. It’s one reason why CFS customers have amongst the highest confidence and preparedness for retirement.”
Vince Lagana, CCO of It’s Friday, added: “It’s eye-opening that so many Australians don’t know what their super is doing, or where it’s heading, but it shows just how common being on autopilot is. This powerful creative insight formed the basis of a simple and relatable message highlighting how Colonial First State gives Australians ways to switch off autopilot so they can easily take control of their super and avoid an average retirement.”
Credits
Client: Colonial First State
Group Executive – Customer Office – Josh Grace
Executive Director – Brand and Customer Acquisition – Kate Bevan
Senior Manager – Brand – Caitlin Shennan
Senior Manager – Brand – Catherine Versace
Creative Agency: It’s Friday
Production Company: Finch
Director – Stephen Carroll
Managing Director – Corey Esse
Executive Producer – Loren Bradley
Producer – Caroline David
DOP – Jeremy Rouse
Production Designer – Lucinda Thomson
Casting: Nick Hamon Casting
Post Production: The Editors
Offline Editor – Bernard Garry
Online Editor – Eugene Richards
Colourist – Ben Eagleton
Producer – Rita Gagliardi
3D/VFX: Alt.vfx
Music & Sound: Massive
Music
Composer – Ben Lam
Sound Design – Myles Lowe
Production – Luci Roe
Key Visual Production: Louis & Co + Electric Art
Photography – Matt Baker
Photography Production: Luke Della Santa
Post Production: Will MacKinnon
Retoucher – Inness Robins
