Spirit Super needed a campaign that would drive new member acquisitions with young apprentices and trainees.
Our audience aren’t the sharpest tools in the financial literacy shed. They’re unlikely to care about the super or retirement. To make our content resonate, it needed to be entertaining.
Based on the insight that first jobs are full of cringey mistakes, we landed upon Start Strong – a reminder to young Apprentices/Trainees to keep their chin up, not sweat the small stuff and instead focus firmly on the things they can control (like their super).
Social-lead campaign Start Strong tapped into the humorous moments that occur at the start of a career. Everything from mistakes, pranks and just downright embarrassing moments. Mindful of the short attention spans of our audience, the stories were crafted to land quickly.