Building a holistic home for Australia’s favourite supplements brand
Putting the soul back into Super through a focus on segmentation, personalisation and performance.
With legislative changes on the horizon banning the process of “stapling” new employees to a preferred Super Fund, the Super industry is on the verge of a major shakeup.
Formerly Local Government Super, Active Super was born as a result of these changes and the resulting increase in competition in the market.
Deepend were the perfect digital product partner – a great mix of strategic delivery at speed, whilst paying the necessary attention to the underlying technical platform and security requirements we are held to as a Financial institution.
Forming part of a Super Agency Collective, Deepend were tasked with bringing the new brand to life online. Not only did this see us using the core brand assets developed by Principals, but also taking into consideration naming conventions and language used, in order to appeal to a far broader market.
Core to the solution was building out an increasingly sophisticated technical infrastructure, allowing for segmentation and personalisation strategies to drive the necessary acquisition and conversion goals over time.
The site is developed on the Kentico CMS platform, which has provided a perfect balance of sophisticated Marcom stack, whist still remaining highly intuitive and useable.
The site has been constructed in a highly modular fashion, providing site Administrators with infinite flexibility in terms of page and template construction
The technical architecture also had extensive consideration of stringent security requirements, so as to align with APRA regulations regarding data storage and display.
The initial launch of the site has been a great success, with considerable gains across both owned and earned media referrals.
The new site is performing considerably faster, with page loads down 40%
The new brand positioning of the site is also reflected in the usage statistics, with audiences in the 25-34 year old brackets rising in excess of 20%.