Australia – Investment management company Colonial First State (CFS) calls on Australians to take their superannuation or super off its fund management’s autopilot in the latest campaign produced with creative agency It’s Friday.
According to research by CFS, the majority of Australians leave their super on autopilot, merely trusting that their funds will yield competitive returns and fees over time.
CFS warns them of the possible consequences of insufficient involvement in the management of their super, such as average fund and average retirement, in its new campaign.
“Being on autopilot with your super is an easy trap to fall into. The industry has conditioned Aussies to set and forget. But paying high fees or enduring poor performance can have a major impact on your retirement savings. In fact, they might be shocked at just how average their recent performance has been,” Josh Grace, customer office group executive at Colonial First State, said.
“With this campaign, we want to get people off autopilot and realise that it’s easier than they think to defy average simply by switching to Colonial First State. It’s one reason why CFS customers have amongst the highest confidence and preparedness for retirement,” Grace added.
Vince Lagana, CCO at It’s Friday said “It’s eye-opening that so many Australians don’t know what their super is doing, or where it’s heading, but it shows just how common being on autopilot is. This powerful creative insight formed the basis of a simple and relatable message highlighting how Colonial First State gives Australians ways to switch off autopilot so they can easily take control of their super and avoid an average retirement.”
