IT ALL STARTS WITH SPIRIT
Ordinary people. All making a difference. All aligning their values. All customers of Bank Australia.
START STRONG
SPIRIT SUPER
BRIEF
Better returns. Fees. Secure futures. Nest eggs. Blah, Blah, Blah.
Future promises mean nothing to an audience who are just trying to not screw up their first job. To reach this impossible-to-reach audience, we had to find a way to relate.
Case study
THE BRIEF
Create a new campaign for Spirit Super that will drive new member acquisitions targeting apprentices and trainees. Aged 16-24 in Australia. Due to their age, they are most likely not financially literate and unlikely to care yet about Super or their retirement.
THE INSIGHT
First days aren't always pretty... they're full of mistakes, that at the time, can feel like the world is ending.
THE IDEA
“Start strong” taps into first-day fails
— we’ve all had them.
It reminds young Aussies to not sweat the small, and instead focus on the things they can control. (like their Super)
MOTION MOTION MOTION
15 second spots
Start Strong - Creeper
Start Strong - Receptionist
Start Strong - Ninja
SOCIAL
10 second spots
Receptionist_10s_9_16_TikTok
Creeper_10s_9_16_TikTok
Ninja_10s_9_16_TikTok
THE RESULTS
This campaign is not only meeting objectives across the board but blew the lid off the most important one from a business perspective - driving new member acquisition.
From December 2022 to May 2023, the campaign has resulted in 11,595 new members compared to 5,557 same period last year - a whopping 108.66% increase YOY.