7 February 2022
UniSuper, the $110 billion fund now open to all Australians, has launched its new brand campaign, inviting more Australians to look forward and see a future worth retiring for that doesn’t cost the earth.
Previously an industry super fund open only to those working in the higher education and research sector, UniSuper opened its doors to all Australians in July 2021. UniSuper Head of Marketing, Natalie Sneddon said the fund was excited to bring a market-leading offer to all Australians in this next chapter of their history.
[Head of Marketing, Natalie Sneddon]
The new brand campaign was a collaborative effort between creative agency Hive and UniSuper’s own internal creative team. It challenges Australians to “Look Forward, Think Great”. The campaign film opens in the historic University of Melbourne, recognising UniSuper’s heritage in the higher education sector. The remaining scenes within the campaign are filmed at some of UniSuper’s own investments including Transurban, two GPT Group buildings in Melbourne, the Hancock Forrest Plantation and the Numurkah solar farm. Connecting where UniSuper’s members super is having an impact.
Wayne Murphy Managing Director of Hive explains the campaign “tells a story of the dedication and perseverance that leads to great accomplishments, along with the exhilaration and joy that follows.”
“The creative juxtaposes spectacular ‘big picture’ perspectives across mountain tops and solar farms, with individual ‘small picture’ moments. It’s in these moments that we celebrate the journey as well as the destination - university, work, family, patience, and ultimately great achievement.” Mr Murphy continues
The campaign wants to inspire Australia’s thinkers, creators, and investigators to change their world and create a brighter tomorrow worth retiring for. To be great in every moment, strive for better, dream bigger, look forward and dare to “think greater”. The fund understands that great means something different to everyone. From grand ambitions and innovations; to personal connections and nurturing the next generation.
“UniSuper is shifting the way Australians “Think Great” and challenges all ages to think about their retirement and feel positive about what the future could like. It is never too early or too late to be the best version of yourself and set yourself up for retirement, and we have looked to focus on an optimistic view of the future, because it is major super funds like UniSuper – and its members – that can help shape our future,” Mrs Sneddon said.
The “Look Forward, Think Great”. integrated marketing campaign will kick off this week and will appear across BVOD, Radio, OOH, Press, Digital and PR.
For more information
Arden Baker
Consultant, Porter Novelli
M: 0408 715 171
E abaker@porternovelli.com.au
Alicia Rieniets
Manager, Brand, Media & Social
UniSuper
M: 0613 8831 6032
E alicia.rieniets@unisuper.com.au
Note to editors
UniSuper is one of Australia’s largest superannuation funds and is run solely for the benefit of its members. For forty years, UniSuper has been managing super for people employed in the higher education and research sector. UniSuper currently invests around $110 billion on behalf of 500,000 members.