Student SuperLaunching Student Super
Student Super was created as a super fund targeted towards students and young adults working part time and casual jobs throughout high school and university to help them save and grow their hard earned money without having to pay unwanted fees. Prior to the ATO’s update, the Super’s selling point was that it had no fees for balances under $500 and low fees for balances under $5,000 so that students weren’t losing their money to fees while studying.
The overall aim was to not only help young Australian’s save and grow their super, but also act as a tool to help educate them on the topic of superannuation through gamification in the product, e-books, newsletters and constant communication updates.
I was brought in to create an interactive marketing tool to promote the launch of the super fund in 2018, and conitnued to work on the design of the digital product from 2018 - 2020.
Changing the way we promote super
As a superfund, it can be difficult to maintain engagement from users given the nature of the product. As a company we wanted to tackle this by creating interactive stalls at university events (like orientation weeks) across Australia, educational tools, as well as achievements that users can unlock when they reach certain milestones when interacting with their super account.
On top of this, we offered frequent competitions throughout the year to raise brand awareness and gain members to build retention.
Marketing collateral for giveaways for brand awareness campaigns
What happens when you are no longer a student?
While designing Student Super, I was simultaneously designing the product that the member would roll into at the next stage of the user journey: Professional super. In this product, the educational content shifts from the underlying groundwork of what superannuation is, to understanding how to maximise it for purchasing a first home and making contributions.
