Project Overview
We all dream of retiring one day. But how Superfit will you be? The MLC Superfit app helps you build a picture of your ideal retirement and shows if you’ll have enough money to live the retirement you want. The app also features a step-by-step guide based on your findings to help improve your super fitness.
Project Commissioner
Project Creator
Team
Richard Salter/Creative Director
Project Brief
MLC identified a large gap between the money people need to live the retirement lifestyle of their dreams and the money they will actually have in retirement. To combat this, the “ Superfit “ campaign concept was developed by MLC to ensure Australians have the knowledge and tools they need to live the retirement they want.
Mobile was identified as one of the key digital channels of the Superfit campaign – the app empowers people to build a picture of their retirement and calculate the superannuation required to meet their retirement needs. Part of the app also helps educate the user through a video series that shows the everyday Australians discover the surprising gap between their retirement dreams and reality.
Project Need
Superannuation is traditionally a topic perceived as boring and Australians don’t pay attention to their superannuation it deserves. The Superfit App turns this perception around by closely aligning superannuation to Australians' more popular topics such as lifestyle, travel and fitness.
The Super Fitness calculator is the key feature of the app and it is an engaging tool to help Australians assess the state of their superannuation. The calculator helps the user build a picture of her retirement. The user chooses from a range of lifestyle options and then add a few simple details, like age and super balance, and it will calculate how Superfit the user is. There’s also a step-by-step guide to improve the user’s super fitness . The last step is a call to action prompting the user to take the first step to reach his/her superannuation goals.
Another feature is the Superfit series showing everyday Australians discovering the surprising gap between their retirement dreams and reality.
User Experience
Unlike traditional, dry “calculator”-style apps which usually consist of forms and figures, the MLC Superfit app takes a more engaging approach.
Users are guided through a narrative of lifestyle concepts such as “shopping, family, food & drink, home size” each accompanied by visuals. By simply dragging a slider between “modest” and “luxury” for each concept, consumers build a picture of the type of living standard they are accustomed to.
After completing some basic details on their age, annual salary and current super savings, the app calculates their estimated super gap – representing the difference between the amount they would want to spend each month after retiring versus the amount they will have.
But it doesn’t stop there. The next stage invites users to “take action today”, giving them a comprehensive 4-step plan for maximizing their super, through consolidation, salary sacrifice, additional contributions or by reviewing their investment strategy. Users can customize each of these steps to see how it affects their Super fitness and will help narrow their estimated super gap.
The final call to action in the app is to either click to call an MLC specialist to take action now, or set a reminder in the user’s calendar for later.
Project Marketing
The Superfit campaign objective was to increase awareness and engagement with MLC Superannuation with the mass affluent wealth accumulator segment (35-55 years). MLC's marketing strategy was create an engaging proposition that targeted our key audience through strategic outdoor advertising placements, print advertising and digital display ads. The call to action on the advertising promoted users to either download the Superfit mobile app or to visit the Superfit campaign site. Users that visited the campaign site through their mobile devices were promoted to download the mobile app. Advertising was run over a period of 6 weeks generating a good number of app downloads and high levels of engagement within the app.
Financial Information & Tools
This category relates to applications that provide financial information and tools.
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