Super beats the boring tag in new campaign for Intrust Super via Brisbane-based New Word Order

Campaign Brief 95.pngIntrust Super is appealing to the hearts and minds of 18-24 year olds this week by being Superboring.

A collaborative effort by Brisbane-based creative agency New Word Order, campaign strategists OMD and digital agency Mettro, Superboring is an interactive campaign encouraging young adults to take charge of their super.

Through a mobile app, website, social media, and radio, mobile and online ads, the campaign embraces the premise that, if you're at the start of your working life, superannuation is as boring as it gets.

But Superboring sweetens the dull by getting entrants to create an original animated GIF online and then make choices to take control of their super. If they do this, they're in the running to win an incredible US experience: NY Fashion Week, California's Coachella Festival, or a party and play experience in LA, New York and Las Vegas.

Says New Word Order creative director Scott Oxford: "Superboring captures creativity and online sharing to breathe new life into a traditionally boring topic.Intrust Super has embraced the Superboring idea because it means they can connect better with their young super members and attract new ones, too."

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