Effies
Australia
Built to Challenge Everything: ART Unleashes a Big, Blue Super Monster
Agency
M+C Saatchi Group
Client
Australian Retirement Trust
Awards
Bronze
Challenger Brands
Summary
In a low-involvement category, Australian Retirement Trust (ART) launched "Awaken your super" to challenge all conventions. By using the monster mascot ARTie, the campaign transformed superannuation from an ignored topic into an engaging one. This full-blown revolution defied a market of legacy leaders and helped ART achieve a 126% YoY increase in ROI. Despite being outspent by competitors, the brand built a sizable lead in awareness, proving that a bold character and a unique approach can not only cut through the noise but also deliver roaring commercial returns.
Case study
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