Rest Super: The Drain Game

television and remote

CHALLENGE: Rest Industry Super, one of Australia’s leading super funds, tasked Sefiani to raise awareness of the Protecting Your Super Bill and its implications for Rest members. We aimed to create an educational campaign on the changes in a relatable way to encourage at least 50,000 Rest members, mostly retail employees, to activate their superannuation account before the deadline.

STRATEGY: We commissioned research to quantify the avoidable costs Australians are unknowingly “throwing down the drain,” including forgotten apps, excess fees and insurance on multiple super accounts. The research was supported by a Rest spokesperson, a case study and a paid Junkee partnership.

IMPACT: Our campaign achieved strong earned and paid media traction, reaching 13.2 million Australians. This resulted in, almost 75,000 members activating their Rest accounts, ensuring they would not be transferred to the ATO, including 13,000 members who reactivated by making contributions to their accounts, which considerably exceeded Rest’s target.