AMP Super launches national advertising campaign

AMP announces the launch of a new national advertising campaign encouraging Australians to engage with their super, challenging the traditional dynamic between super funds and their members.

The integrated ‘Get super close to your super’ campaign, developed in partnership with CHEP Network, launched across TV, outdoor and radio. It encourages Australians to engage with their super, with AMP Super as an active partner to grow their wealth and help them achieve their retirement goals.

The advertisements feature Australians reaching out to AMP in situations typically reserved for a close friend – like a crush or bemoaning a bad haircut – with AMP Super taking on the role of trusted confidante, in the most unlikely of circumstances.

The campaign aims to encourage Australians to lean on the relationship with their super fund, and provides a platform for a conversation about how to meaningfully engage to get the most out of their super well before they are thinking about retiring.

Melinda Howes, AMP’s Group Executive Superannuation & Investments, said:

“Our research showed us that many Australians are disengaged from their super and that it’s only when they get nearer to retirement that they appreciate its importance to their quality of life in retirement.

“Through this creative and light-hearted campaign AMP wants to encourage more people to ‘get close to their super’, so they can make the most of their working years and maximise their retirement savings.

“We’ve got a really compelling proposition for members, and this is the first time in many years that AMP is going above the line with a focus on super. We’re excited to have taken on the challenge to get people thinking differently about their relationship with super – in a fun and unexpected way.”

The ‘Get super close to your super’ campaign will be seen on television, radio, outdoor, in social media and online.

The campaign builds on the success of AMP’s ‘Whatever wealthy you want’ campaign, launched in February 2023, which encompasses AMP’s broader business units across banking, retirement and investment solutions. It is underpinned by AMP’s purpose – helping people create their tomorrow.