How do you get Gen Y to actively engage with their superannuation?

BT wanted to connect with Gen Y – an audience that isn’t usually bothered about superannuation. We decided to forget traditional channels and go straight online and create something that was entertaining and shareable.

Our idea was simple. We would create a song where a ukelele-playing girl sang about the present, as if she was in the future. Communicating with our audience that everything they’re into today will one day be obsolete, so it’s best to be prepared. “Back in the day” was born – an entertaining song that was relevant and, crucially, shared widely across social media.