Super that's simple, human and real.

Just launched a new webisode in Tasplan's Super - straight up branded content campaign. This one's about seeing the big picture.

The line "Not sweating the small stuff today is easier when there's a bigger plan for tomorrow." takes the campaign into a more emotional territory - it'll be interesting to see how it does in market.

There's a heap of campaign activity in superannuation right now, but even among the big players (with big budgets) the bar is low. The key challenges I see are:

• Making super real and tangible (something that's in part being solved by IB / mobile banking integration) 
• Creating a compelling event to overcome inertia associated with getting your super sorted
• Making super relevant by speaking in the context of what matters in peoples' real worlds right now

Fair to say that BT's probably done better than most - but I think there's still a big opportunity to seriously disrupt the category conventions. 



Follow the campaign

• Facebook - facebook.com/superstraightup
• YouTube - youtube.com/superstraightup
• Web - tasplan.com.au/superstraightup