‘A trusted friend’: AMP launches super advert blitz

Patrick Buncsi

27 August 2024

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.