CareSuper

Following its merger with Spirit Super, CareSuper reached a major milestone becoming a larger, more robust fund. But with growth came uncertainty for its 550,000 members. Research revealed members craved confidence, clarity, and consistency and yet, despite strong performance, CareSuper risked being drowned out by louder Tier 1 competitors, and members noticed.

Firme was engaged to close that gap and reframe the narrative, restoring visibility and trust through a campaign that was bold and creative, yet unmistakably warm and human, true to their service nature.

Rather than a sales pitch, the campaign was designed to feel like a conversation. Backed by audience insights, we developed a three-part, video-led platform structured around life stages: Early, Mid, and Late Accumulators. Each film reflected the hopes, pressures, and decisions of its moment in life, reinforcing CareSuper not just as a provider, but as a partner. Anchored in the truth that “behind every super balance is a life being lived,” the work rejected jargon in favour of reassurance, empathy, and emotional resonance.

This was more than awareness; it was a reintroduction of the brand. Each ad served as an affirmation, reminding members that CareSuper understands their journey and is firmly in their corner. While competitors shouted about performance, awards, and fees, CareSuper cut through with warmth, relatability, and optimism — qualities often missing in the category.

A refreshed visual identity brought cohesion and standout across BVOD, TV, digital, social, and OOH, with headlines and scripts balancing wit and reassurance in a market saturated with sameness.

It’s not just super. It’s CareSuper. Real people. Real service. Real super.

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