27 November 2012
Best in super communications awarded
The best marketing and communications campaigns in the superannuation industry were recognised this evening as the ASFA 2012 Communications Awards were presented in Sydney.
For the first time in the Awards’ history, 2012 saw the advent of online submission and voting, including a Popular Choice Award category introduced alongside the Judges Selection.
Taking home the Awards’ grand honour was AustralianSuper, which secured Campaign of the Year for its Lost Super Rollin campaign.
The fund also took home the Judges Selection Awards for Integrated Campaign of the Year and Excellence in Member Communications as well as the Popular Choice Awards for Best Use of Social Media and, again, Excellence in Member Communications.
ASFA chief executive officer Pauline Vamos congratulated the finalists across the six award categories and commended the continued high calibre of work being seen across all sectors of the industry.
“It is wonderful to see such a variety of winners across the Award categories, showing the quality of work so many superannuation funds and service providers are producing for super fund members,” Ms Vamos said.
“My congratulations to all of our winners and finalists for the excellent job they have done, and continue to do, in what has been an extremely challenging time for the industry.
“As the importance of marketing and communications in the industry increases, especially in light of MySuper and the challenge of member engagement, it is essential for the industry to aspire to the very best quality of communications.”
Entries for the 2012 ASFA Communications Awards were judged by a panel of industry peers in the first round, with the top campaigns going through to a final round of judging by a number of industry and external marketing and communications experts.
All entries were also made public online for voting by the superannuation community, giving ASFA members the opportunity to have their say on the best campaigns in the industry. In its first year, over 500 online votes were received for the Popular Choice Awards.
The full list of Award winners follows:
Integrated campaign of the year
Popular Choice Award winner: Mercer, Money for Jam
Judges Selection Award winner: Australian Super, Kick Start
Award for a successful integrated communications campaign using multiple channels to achieve its objectives.
Excellence in member communications
Popular Choice Award winners: AustralianSuper, Lost Super Rollin AND Retirement Benefits Fund Board, RBF 2011 Member Expos
Judges Selection Award winner: Australian Super, Lost Super Rollin
Recognising outstanding consumer marketing/communications campaigns targeting superannuation fund members.
Best member statement
Popular Choice Award winner: InTrust Super, Super Revolution
Judges Selection Award winner: InTrust Super, Super Revolution
Member statements are the only guaranteed communication between a member and his or her fund. This award recognises a statement that makes the best use of this opportunity to engage or inform its members in a compelling way.
Best delivery of ‘fine print’
Popular Choice Award winners: Cbus, Annual Report AND
Plum Financial Services, New SuperKit
Judges Selection Award winner: Telstra Super, Annual Report
Award for effective and engaging delivery of important information required by regulations governing the superannuation industry. For instance a PDS, shorter PDS or Annual Report.
Best use of social media
Popular Choice Award winner: AustralianSuper, KickStart
Judges Selection Award winner: legalsuper, Law Revue of the Year competition
Award for effective use of social media in a communications or marketing strategy.
Excellence in public relations
Popular Choice Award winner: HOSTPLUS, Cook for Your Career
Judges Selection Award winner: HOSTPLUS, Cook for Your Career
Recognising outstanding communications by superannuation funds with their stakeholders whether that is the public, employers, unions, service providers or shareholders. This could involve a media relations exercise, community event or other type of communication.
Campaign of the year
AustralianSuper, Lost Super Rollin
The pinnacle of achievement – representing the best of the best for excellence in marketing communications within the superannuation industry. Only winners of a Judges Selection Award were eligible.
Winners across the superannuation industry were announced by mUmBRELLA founder and editor-in-chief Tim Burrowes at a cocktail presentation evening at the Sydney Convention and Exhibition Centre on the eve of ASFA’s National Conference and Super Expo; the largest pensions conference in the world. The Conference runs until 30 November.
For further information, please contact:
Pauline Vamos, CEO, 0433 169 342
Rebecca Glenn, GM Marketing and Communications, (02) 8079 0825 or 0416 170 439
Megan McDougall, Media and Communications Co-ordinator, (02) 8079 0849
ASFA is the peak policy, research and advocacy body for Australia’s superannuation industry. It is a not-for-profit, sector-neutral, and non-party political national organisation whose aim is to advance effective retirement outcomes for members of funds through research, advocacy and the development of policy and industry best practice.