There are more than 500 super funds in Australia, and almost every one promotes having low fees and a history of strong performance. While it was clear from research that this is important to South Australian consumers, it’s difficult to differentiate on these factors alone.

For this reason, market-leading super funds have found other ways to differentiate: such as on their size, industry specialisation, or values-based investments.

As South Australia’s only industry super fund, we sought to differentiate Statewide Super as South Australia’s own industry super fund.

Knowing the fund had the performance history to compete with the industry’s biggest, we developed a campaign —”Homegrown Super”— that talked to this growth while highlighting that its roots are right here in South Australia.

We then encouraged consumers to ask themselves: "What state is your super in?"

This simple question prompts South Australians to think not just about the performance of their nest egg, but who they’re trusting to nurture it, and where.

With research showing that most South Australians would choose to support a South Australian business when all else is equal, “Homegrown Super” becomes a powerful proposition.

The extensive integrated campaign was implemented across billboards, street furniture and bus and tram wraps, along with TV, radio, press and highly-targeted digital marketing.