Arnold Furnace, Sydney launches new online campaign for REST targeting younger market

Arnold Furnace, Sydney has created a new online campaign for Retail Employees Superannuation Trust (REST) in an effort to get a younger audience thinking more about their super.

Says Paul Fenton, joint national creative director, Arnold Furnace: “Mention superannuation to most people under 30 and their eyes immediately start to glaze over.  To them it’s just more money out of their pay packet and most don’t give any more thought to it than that.” 

The new campaign shows the daily travails of a pizza boy as he struggles to make a living. Using comedy to empathize with the target about how hard it is to earn a decent wage (and consequently a super fund) is a fresh and bold approach for a superannuation company.

Tom Spicer, joint national creative director, Arnold Furnace said: “My first job in Sydney was as a pizza delivery boy and it was fun to be able to draw on some of that experience.  Superannuation as a category isn’t known for its humour, or its ability to connect with a younger audience but this strikes a good balance between entertainment and empathy. 

Big plaudits go to REST for backing such a marked change in direction and to Ariel and Anna at Film Graphics for making it happen so smoothly.”

Damian Hill, CEO REST Industry Super said: “We know one of the key challenges with younger members is that they are disengaged with super, because it’s simply not as tangible as other financial services products.  This campaign aims to deliver the importance of super and the benefits of having super with REST, in an engaging, relevant and genuine way that really connects with members.  We are very pleased with the work the team at Arnold Furnace have produced for REST and the fresh way the brand has been launched to the 18-30 market.”

Arnold Furnace team:

Paul Fenton and Tom Spicer: Joint National Creative Directors