REST INDUSTRY SUPER / CUSTOMER ONBOARDING

Getting Gen X to press ‘play’ on their super

Rest parallax phone
Mix tape poster

01.

Driving brand engagement for new REST members.

To give a warm welcome and reinforce the values and benefits of being a REST member we took an entirely new approach from the previous form letters. The idea recognises the target market as Gen X and uses the nostalgic pull of the music they knew in the past to get them thinking about their super’s future.

Super playlist cassette booklet
Rest Super laptop screenshot
Rest mobile screenshot

02.

Positioning REST as a super fund that ‘gets’ them.

The fun, playful and engaging nature of the campaign seeks to connect with a group that are somewhat wary of financial products. The DM piece presents as a cassette tape and invites customers to visit the website where they can view a helpful animated video.

The point of all of the activity is that even though many customers can fondly remember the past there’s no guarantee they can predict the future. Therefore the time to press ‘PLAY’ on their super is now!

Mix tape video thumbnail
Close icon
Rest mix tape storyboard
Rest mix tape storyboard
Rest dancing storyboard
Rest Karate Kid style illustration
REST INDUSTRY SUPER / CUSTOMER ONBOARDING

Getting Gen X to press ‘play’ on their super

01.

Driving brand engagement for new REST members.

To give a warm welcome and reinforce the values and benefits of being a REST member we took an entirely new approach from the previous form letters. The idea recognises the target market as Gen X and uses the nostalgic pull of the music they knew in the past to get them thinking about their super’s future.

Super playlist cassette booklet
Mix tape poster
Rest Super laptop screenshot
Rest mobile screenshot

02.

Positioning REST as a super fund that ‘gets’ them.

The fun, playful and engaging nature of the campaign seeks to connect with a group that are somewhat wary of financial products. The DM piece presents as a cassette tape and invites customers to visit the website where they can view a helpful animated video.

The point of all of the activity is that even though many customers can fondly remember the past there’s no guarantee they can predict the future. Therefore the time to press ‘PLAY’ on their super is now!

Mix tape video thumbnail
Close icon
Rest mix tape storyboard
Rest mix tape storyboard
Rest dancing storyboard
Rest Karate Kid style illustration

View another case study