Rest demystifies super in new ‘Super. Simple’ brand initiative

Rest has launched its latest campaign “Super. Simple” in a bid to “bring to life” its focus on making the superannuation experience simple for its 2 million members.

In collaboration with creative agency Reunion, the campaign includes a series of new ads and brand communications, according to Rest chief member officer Deborah Potts.

“We represent around one-in-seven working Australians, including more than a million who are younger than 30 years old. Many of our members tell us they don’t understand super. We want to help change this by removing complexity at every stage of the super experience,” Potts said.

“We’re focused on making our services and tools straightforward and user-friendly for members, right from the beginning of their working lives. By making it easier for our 2 million members to understand and take action on their super, we believe we can help them achieve better financial outcomes in retirement.”

She added that the campaign “finds the humour in everyday complicated experiences” to highlight Rest’s mission to make the super experience simpler for its members.

Rest clarified that “Super. Simple” will be featured across broadcast TV; BVOD; cinema; out-of-home, digital, and social media; and Rest’s owned platforms.

The fund further confirmed that it will continue to deliver member initiatives throughout 2024, including work across its digital capability and tools, product, and service enhancements and continued work on its education and advice offering.

Ollie Beeston, Reunion’s creative partner, said the new campaign is an original perspective for  Australia’s super industry.

Beeston continued: “It’s been a true journey of collaboration with the team at Rest to carve out a positioning which is totally fresh for the industry, both in execution and experience.”

“We believe demystifying super in relatable terms will have an outsized impact in helping Rest members take control of their futures.”

In January, Rest recorded a strong return for its flagship Core Strategy investment option of 9.5 per cent for calendar year 2023, although it noted considerable risks to markets in the year ahead.

Andrew Lill, Rest’s chief investment officer, termed the result an ‘optimistic conclusion’ to the calendar year although there remain significant inflationary pressures in the global economy.