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A focus on targeted, personalised communication about superannuation was a key theme among winning campaigns at last night’s Australian Institute of Superannuation Trustees (AIST) Awards for Excellence.
AIST CEO Eva Scheerlinck said the AIST Awards (see full list below) demonstrated that profit-tomember super funds were increasingly using innovative campaigns to connect with both members and employers.
“Funds are increasingly using data to provide members with a more personal, individual narrative of their super journey,” Ms Scheerlinck said. “Importantly, improving member outcomes is at the heart of these successful campaigns.”
A campaign using personalised ‘snapshot’ videos for over 200,000 members saw UniSuper take out the Best Digital Award (over $40,000 spend). The videos showed members how their super was tracking and complemented paper statements with ‘next steps’ based on individual profiles.
Mercy Super similarly adopted a personalised approach to communicating with its members. Its “You’ve been noticed” campaign saw the fund take out the Best Direct Marketing Campaign (under $40,000 spend). The campaign congratulated members on key actions they had taken to improve their super and provided next best steps.
A strong focus on articulating member journeys was also a feature of VicSuper’s, 2017/18 annual report, which took out the Best Annual Report award. The report included easily accessed disclosure and it clearly identified potential challenges from the fund’s external environment and how this could impact on members.
This year’s prestigious AIST Platinum Communication Award was won by HESTA following the fund scooping up three other communication awards on the night, including Best Business-to-Business Award for a campaign that leveraged data from more than 200,000 HESTA members working in Aged Care.
AWARD CATEGORY WINNER
Best B2B Campaign
Campaign spend under $40,000 Cbus – Contribution KickStarter Campaign spend over $40,000 HESTA – Reimagining Aged Care
Best Digital Campaign
Campaign spend under $40,000 Combined Super – Animated videos on ‘how to’ complete at Combined Super form Campaign spend over $40,000 UniSuper – Super Snapshot videos
Best Direct Mail Campaign
Campaign spend under $40,000 Mercy Super – You’ve been noticed Campaign spend over $40,000 First State Super – EMO (email, mobile and online)
Best Integrated Campaign
Campaign spend under $40,000 Australian Catholic Superannuation and Retirement Fund – Australian Catholic Youth Festival (ACYF) Campaign spend over $40,000 Sunsuper – Fund of the Year campaign
Best Internal Communications campaign
Campaign spend under $40,000 HESTA - BOOST Platinum Communications HESTA Best Corporate Reporting VicSuper
FUND PROJECT AWARDS
Best Internal Projects
FUM under $10bn BUSSQ Building Super – BUSSQ Digital Overhaul
Best Member Facing Project
FUM over $10bn HESTA – Camino FUM under $10bn Statewide Super – The Statewide Super Pop-up
& WA Super – Simple Super Advice
LEADER DEVELOPMENT SCHOLARSHIPS
Outstanding Trustee Director Emma Maiden – Trustee Director, legalsuper
Outstanding Fund Staff Member Mike Cormack – General Manager, People & Culture, ESSSuper
Media contact: Janet de Silva 0448 000 499
AIST is the peak body for the $1.3 trillion profit-to-member superannuation sector which includes industry, corporate and public-sector funds.