Campaign boosts BT's super product
By Christine St Anne
Wednesday 28 July 2010
BT Super for Life has gained a 50 per cent increase in clients since it launched a wide-scale advertising campaign in February.
"The aim of our campaign was to cut through people's apathy towards superannuation," BT Financial Group superannuation national marketing manager Elaine Herlihi said.
"We wanted to make superannuation simple and easy to understand. We communicated these messages in the campaign targeting television, online services and our branch network."
BT Super for Life also secured a 56 per cent increase in activation. This means existing clients either rolling over superannuation funds into products or voluntarily adding to their superannuation.
Herlihi said the branch network was crucial to the success of the campaign.
"We have an extensive branch network through St George, Westpac and Bank South Australia. About 80 per cent of our customers contact the branch network. We kept the energy of the campaign high in these branches through competitions and branch merchandising," she said.
The business was recognised for its BT Super for Life campaign at the Association of Superannuation Funds of Australia annual communications awards last week.
Herlihi said the firm was looking at possibly expanding its marketing campaign into social media.
BT Super for Life has $870 million in funds under management.
"We aim to have $1 billion under management by the end of the year," Herlihi said.
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