Sunsuper launches brand campaign aimed at retirees

Sunsuper, the industry super fund, has launched an ad campaign featuring its own members with the new tagline “making your dreams more than dreams”.  

Its members are shown talking about how they are “living their dreams in retirement” to the song “Over the Rainbow”.

Teifi Whatley, Sunsuper GM marketing and communications, said: “Our research indicated that the baby boomers are spearheading a change in how Australians view retirement.

“Our goal is to make the Sunsuper brand as relevant and responsive to what we have learnt about the needs, wants and aspirations of our customers. The new campaign direction, ‘make your dreams more than dreams’ is the creative response to that goal.”

Sunsuper also plans to launch an ad campaign later this year targeting Gen X and Gen Y consumers, and will star its younger members.

The current campaign, created by BCM, is initially being launched online and on free-to-air TV in Queensland. Other components of the campaign will include press, street signage, direct mail, and social media.

It will be rolled out nationally in the coming months.