‘A trusted friend’: AMP launches super advert blitz
AMP is seeking to reengage Australians with their superannuation, launching a new cross-media advertising campaign that promotes AMP Super as “a trusted partner” in their wealth building and retirement goals.
AMP will feature the “light-hearted” ‘Get super close to your super’ adverts on Australian TV screens, as well as on outdoor, radio, online and social media.
The adverts, AMP hopes, will “[challenge] the traditional dynamic between super funds and their members”.
“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,” AMP wrote in a statement.
The adverts feature will Australians reaching out to AMP in situations, it says, are “typically reserved for a close friend – like a crush or bemoaning a bad haircut” – with AMP Super serving the role of a “trusted confidante”.
AMP superannuation and investments group executive Melinda Howes said the campaign was inspired by in-house research showing that a significant number of Australians are disengaged from their super.
“[It’s] only when they get nearer to retirement that they appreciate its importance to their quality of life in retirement.”
Howes added: “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.”
AMP said the new super-focused ad blitz builds on its ‘Whatever wealthy you want’ campaign, launched in February 2023, which encompasses AMP’s broader business units across banking, retirement and investment solutions.
It’s not just the union funds providing sales advice that’s delivered by backpackers and paid for by the fees for no service of other members. Now AMP is getting in on the scam!
The union funds will be delighted with this, because if the regulators wake up and take action in several years time, it will be AMP who they target.
Australia’s Money Pit now competing against advisers. They obviously don’t know how bad their reputation is with the general public. Delusion is a wonderful thing.
I wonder how much FUM AMP was anticipating retaining in AMP products with the licensee move to Entireti? A direct to consumer campaign like this would surely motivate ex AMP advisers to shift their clients elsewhere. And it would be entirely justifiable, knowing that their clients are about to be bombarded with bad and conflicted advice from AMP’s unqualified “advisers”.
Wow this is tone deaf