BT Super for Life have placed these ads in premium positions in weekend newspapers, offering a variety of tools to help customers get their ‘Super sorted’.
The ad departs from heavy finance jargon, and the imagery seeks to place the issue at the emotional heart of the reader. This is likely to generate reappraisal of the issue and hopefully, BT as a provider.
There is a strong call to action and the final tag line (Prepare for the best) appeals to the positive aspects of organising your super, rather than the anxiety or tedium of dealing with ‘high finance’.
Taking a different approach is Dixon Advisory, which is a consultancy group that advises people on running self–managed superannuation funds (SMSF). This is a product targeted at a slightly more confident and involved super customer who wants to take a more hands on approach.
A key selling point that Dixon Advisory uses in positioning their seminars is to assure readers they have the expertise to deliver highly relevant advice. They do this by providing imagery of their team which is effectively putting their name to the product they sell.
Recently Dixon Advisory have adapted their strategy, using fresh images of senior staff members which acknowledges that there is a broader target market for their services than the ‘soon to be retired’. This should generate some welcome reappraisal from respondents who may have struggled to see the relevance of the offer previously.
Dixon Advisory is regularly seen in newspapers, which implies that their call to action (a significant commitment on behalf of a respondent) generates results in newspapers.
In 2011 we tested an ad from Challenger Annuities that helped to stimulate conversation around the subject of Super. Click here for more.