Intrust Super's 'Superboring' campaign has been an instant hit with young hospitality workers

Intrust Super’s ‘Superboring’ campaign to engage young workers is off to a flying start, with the Brisbane-based fund reporting a significant amount of interest among members and non-members alike.

“We’ve seen an overwhelming amount of interest since the launch of Superboring, which proves to us that thinking outside of the box is paramount when engaging with a young audience who are not really interested in super,” Intrust Super’s Manager – Marketing and Services, Robert Ruggieri, told HM.

The Superboring campaign invites entrants to upload an original digital photo or image on any subject to the website where they can use special software to make aneye-catching animated clipping (GIF) and share it with their friends through social media to earn votes.

A panel of experts will judge the most popular images at the end of the campaign and the winner will get to choose one of three ultimate US experiences: a trip for two to New York Fashion Week, VIP passes to the Coachella music Festival or Party and Play USA including VIP tickets to a concert in LA, a show in Vegas and a sporting event in New York City.

According to Ruggieri, the competition will encourage people to sort out their super because, to be eligible to win the major and runner-up prizes, entrants must either join Intrust Super, combine their super accounts, sign up for voluntary contributions or reactivate their account.

“We’ve seen some really creative GIFs being posted and shared online and an excellent response from both new and existing members,” he said. “Best of all, we’re getting them to think about their super, which is what we are here to do.”

Intrust Super’s Chief Executive Officer, Brendan O’Farrell, said Superboring was a fresh, innovative and fun way to communicate with young people nationwide who are consistently shown to be disengaged from their super.

“Through our annual member research as well as anecdotal feedback, we know that most young people think super is boring,” O’Farrell said.

“Rather than trying to convince them otherwise, we decided to run a competition that allows them to have a bit of fun while also making it easy for them to sort out one aspect of their super – and provide them with great rewards to do so.”

O’Farrell said that the fund’s qualitative research revealed comments from young workers such as: “I know super is important but life gets in the way”; “it’s set and forget for me”; and “I don’t want to think about it”.

He said this was a major problem because procrastination by younger workers today would have a disproportionately large effect on their retirement incomes many decades in the future.

“If a 25-year-old worker start sputting an extra 3% of their take home pay into super each month they can increase their retirement income by a quarter but if they wait until they are 35, they will need to contribute 7% extra – more than double – to get the same benefit,” O’Farrell said.

“The same impact can be seen from paying too much in fees through delaying super fund consolidation so it is really important that young people pay attention to their super early in their working life.”

As well as a trip to the US, entrants can also win other prizes including Apple iPads and iTunes vouchers.

James Wilkinson

Editor-In-Chief, Hotel Management