Introducing Nationwide Super

March 15, 2017
Craig Wilson

Superannuation is an incredibly crowded and competitive industry, with around 500 super funds in Australia. Standing out in an industry dominated by major retail alliances and union-based funds is a challenge and one that NSF Super were facing when they approached Sticky in late 2015.

Our brief: help reposition and market the fund to attract new members nationally.

Extensive research and customer analysis revealed a niche that has been ignored in the superannuation industry; small business owners. In fact, small businesses with less than 20 employees make up 34% of the Australian economy.

That focus, and a rebrand to reflect the national reach of the fund lead us to today’s relaunch as Nationwide Super….Small Business Super Business.

As part of the relaunch of Nationwide’s new brand positioning ‘Small Business Super Business’, we created a series of videos and television commercials which include testimonials of 5 different ‘small business owners’. The TV campaign will run on SBS and Foxtel nationally from 19 March, 2017. Here are the first two commercials.

Lees Racing 30 from Nationwide Super on Vimeo.

Cardiff Vet 30 from Nationwide Super on Vimeo.

The ongoing marketing campaign will include inflight magazines, targeted business publications and, of course, a thorough digital marketing strategy.

Sticky designed a Nationwide’s new website which will become the focus of their SEO, blogging, SEM and social media strategy.

Here at Sticky we are strong believers in collaborating with the best talent to achieve the best results and the Nationwide Super relaunch and campaign reflects this approach. We brought in Brian Daly from The Proverbials to lead the creative, DMG to assist with the new logo design, Eluminate to handle video production and Hannah Rose for the beautiful photography. It has been a wonderful team effort.

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