BUSSQ

Australia’s superannuation industry is undergoing significant regulatory reforms making the task of acquisition even more difficult for smaller super funds.

With a Board mandate for growth, BUSSQ was seeking a new campaign and agency to revitalise the brand and drive immediate member acquisition. They needed it quickly and with a campaign budget a fraction of the dominant funds.

 Our pitch winning work relied on four key tenants:

• Differentiation – position BUSSQ as the only true Super fund for those that build Queensland,

• Distinction – cut through and avoid misattribution. Our campaign showcased the BUSSQ cohort and their world in a fresh way using dynamic silhouettes that used long established brand colours and codes,

• Precision – media planning for brand and performance was aligned, planned and managed constantly by our partners at TFM,

• Facts – clearly communicated core benefits: member centricity, fund performance history and specialised insurance for industry.

At the time of writing the campaign is delivering significant engagement and member signups beyond original targets.