BRAND DEVELOPMENT & AWARENESS CAMPAIGN
WA Super brand development & Awareness campaign
Developing a brand to stand out from the conservative crowd in the Australian Superannuation industry. The awareness campaign was a month-long onslaught of motorway billboards, printed busbacks, radio ads, airport banners and TV screens and a 15 second national television commercial.
FROM ZERO TO HERO
The concept of the 'Super Swan' being the trusted brand ambassador (the black swan is the WA state symbol) we brought this state hero to life in a fun and engaging way. The swan character took the brand from barely known in the Australian superannuation market, to being amongst the known big hitters in the financial sector. With public perception being able to recognise the brand spontaneously, the campaign was a roaring success... or should that be 'quacking' success?
