VIC Super opened in 1994 and was originally a public sector fund administered by a government organisation to administer the superannuation accumulation benefits of Victorian public servants. VIC Super teamed up with us to increase brand awareness and change perceptions when it came to superannuation.
Our objective was to break through the psychological barrier that prevents us from planning and saving for the future by creating a ‘lightbulb’ moment for consumers to experience.
We built a vault full of cash, showing it in various high traffic locations which allowed Victorians to hold their future in their hands.
“The test of good collaboration is how people perform under pressure. The launch day was hectic! Live radio crosses, a press call that attracted TV and online video crews, consumers running through the activation and a film crew capturing content for the advertising campaign. While we all had a job to do, we were respectful of each other’s timeframes and everyone got their bit done.”
