• Video share rate 7 times industry average.

• Calculator dwell time 3 minutes with a 90% completion rate.

• Pre-rolls got a click-through rate 53 times the average.

• 26% completion rate on videos – which for a 5-minute film is fantastic.

• Banners – 7 times industry average on click-through.

• And, most importantly, there have been over 1 million views in just 6 weeks.

We completely changed the media landscape in this category by talking to a generation two decades earlier than usual.

This was the first time a superannuation provider had talked seriously to this target market in Australia. It was also the first time a superannuation campaign had been launched exclusively on digital media.

We reasoned that this younger audience was far more open to a digital-led approach. It also better complemented our idea. We had a engaging story to tell that required more than a 30-sec TV spot and a fun, unique new lifestyle retirement calculator that digital placements would drive traffic to more effectively.

To drive people to the microsite we created a range of highly targeted, contextually relevant pre-rolls, interactive banners, display ads and search engine marketing.

The microsite itself hosted the content videos and lifestyle calculator, and offered people a personalised action plan and live adviser chats.

Australia has a system called superannuation (super) that is designed to help people prepare for retirement. Despite this there’s still a massive gap between the savings people need to live their ideal retirement and the savings they will actually have.

We decided it was time to talk to a whole new audience. We wanted to target people decades before they actually had to retire, to give them sufficient time to change their future.

So for the first time, we let a whole generation test drive their retirement.

In our online content series we let real Australians experience their ideal retirement – before they were jolted into reality when we revealed the retirement they will actually be able to afford, unless they change their attitude to superannuation.

We then encouraged people to calculate their own super gap with our unique lifestyle retirement calculators.