smartMonday
Superannuation with a difference
Giving Super a fresh face and a new 'relevant' twist to those in the later stages of their working lives.
smartMonday's uniquely personal approach to clients super funds means each member has a tailored risk profile portfolio. smartMonday came to Focus to help them communicate this benefit to a critical client demographic; those in the later stages of their careers.
We approached the problem by firstly understanding our target audience. We collected available 1st party data from smartMonday and conducted extensive interviews with current and past members. We developed a customer journey map and identified the key triggers for leaving.
We then began to define a problem question. This led us to rich territories to explore. Our research told us we needed to make members aware of smartMonday's unique approach and make them proud of their super fund so they'd stay even through changing life circumstances.
We explored a territory that tapped into a relatable, fun feeling targeting the 40s–50s age group.
We created the campaign line "Glide into the weekend!" that talked to the emotional consumer need and the product benefit.
We chose two main channels for smartMonday;
Client internal communications – because these channels are free to use and allowed us to target members, specifically in their work environment. We designed personalised EDM's which clicked through to dedicated landing pages for each corporate client. We also designed and produced office posters to communicate our campaign messaging to existing and new potential members.
Social media – targeting members through LinkedIn based on employer, age and job title. These ads also clicked through to a campaign landing page. Our 'Glide into the weekend' campaign delivered a 60% click-through rate on EDM's sent. It drove 88% unique visitors to the smartMonday website with an average time spent on the website of 4.21.