We launched a multi-channel campaign for ING DIRECT'S superannuation product 'Living Super'. The campaign introduces the term 'Superannuatiummm' to highlight the indifference Australians have towards the various aspects of their super and launched with a series of four :15 and :30 ads.
Supporting the campaign was an extensive online platform ingdirect.com.au/livingsuper that uses an 'ummm' search engine to answer a variety of super questions using simple and direct language. ING Direct's Superannuation specialist, Tim Hewson also features in a series of ongoing Q&A videos. The site is also trialling the speech recognition capabilities of Google Chrome to enable users to get an answer to their 'ummm' by speaking into their microphone instead of typing. I worked on the digital components on this campaign providing concepts and copy across the website and eDMs.
Client: ING DIRECT
Agency: Soap Creative