BT enlists singing ukulele girl to encourage Gen Y to get proactive with their super via MercerBell
A video clip of a girl playing a ukulele is introducing a new generation of Australians to superannuation for BT Financial Group.
The clip was created by MercerBell, who cast the ‘uke girl’ to connect with an elusive Gen Y audience.
Says David Bell, executive creative director at MercerBell: “Gen Y are optimistic and care about their financial future – they’re just not interested in it right now. Our challenge was to engage a live-in-the-moment audience with a benefit that’s very future focused.”
Through song, the very Gen Y uke girl reminisces about her life right now as if she were much older. With lyrics like “Back in the day, we only had 4G” she gets her peers to think ahead, by tapping into the things they love today.
Those aged 18 – 24 are invited to visit bt.com.au/back-in-the-day/, where they can watch the music video, read about ‘Starting Out’ with BT Super For Life, sign up for an account, and even rollover money from another fund. They can also share the video through social media links and download the song and chords.
Says Bell: “We learned from research that Gen Y, far from being lazy and entitled, are the first generation to understand that the employment economy no longer rewards loyalty. Instead, Gen Y will flourish with new skills like adaptability, and they will find a better balance of happiness at work by choosing a great culture over great pay. BT Financial Group can support this generation through their lives to help them prepare for the best financial future.”
The landing page will be supported by online display ads, pre-rolls on YouTube and BT’s Facebook page.
Senior Manager – Super and Investment Marketing, BT Financial Group – Sarah Pinder
Marketing Manager – Super and Investment Marketing, BT Financial Group – John Summerhays
Executive Creative Director – David Bell
Digital Creative Director – Carmela Soares
Creative Group Head – Liz Kain
Art Director – Sarah Straker
Copywriter / Lyrics – Shelley Dodd
Executive Producer – Scott Portelli
Associate Producer – Pedro Santos
Digital Designers – Kylie Lovegrove / Dan Fowler
Digital Strategist – Maura Tuohy
Group Account Director – Sabrina Antoniou
Senior Account Manager – Joanne Whitney
Retoucher – Gene Stapleton
Director/Director of Photography/Post Production – Mint Films
Music – Smith and Western
Singer / Ukulele – Yasmin Davis
Stylist – Cherith Crozier
Makeup Artist – Belinda Kruse
7 Comments
Nice.
Very very far from super.
Yeah refreshing. Like it
There is nothing refreshing about this.
Before you criticise this piece, walk a mile in the shoes of those who created it. That way you’re a mile away and you’ve got their shoes.
An almost an impossible target market to get interested in super, made impossible with this spot.
Because ‘brand’ is clearly beyond you.