Brighter Super

Accelerating growth with a high-profile brand ambassador

Brighter Super is a 100% member-owned Queensland based superannuation fund, that manages more than $37 billion in retirement savings for over 340,000 members, as at 31 December 2025. Brighter Super was formed from the merger of LGIAsuper and Energy Super and the acquisition of Suncorp Super.

Following a post-merger rebrand, Brighter Super sought to strengthen its market position, grow membership, and reinforce trust, particularly among Queenslanders seeking clear, credible guidance on retirement. Cole Lawson Communications was engaged to develop and deliver a Growth Strategy that would drive awareness, engagement, and advocacy across Queensland and nationally.

Brief

Our Approach

Ambassador Selection & Partnership Development

  • Identified David “Kochie” Koch as the ideal brand ambassador, leveraging his reputation as one of Australia’s most trusted finance commentators.

  • Led contract negotiations and developed the partnership framework with a clear focus on credibility, accessibility, and results.

Integrated Campaign Execution

  • Collaborated with Brighter Super’s marketing team to create co-branding messaging that positioned Kochie as a relatable, knowledgeable voice on personal finance.

  • Content and campaigns were aligned with Brighter Super’s refreshed brand identity, member-first philosophy, and focus on retirement confidence.

Media & Member Engagement

  • Secured targeted media opportunities, and local area marketing to showcase Brighter Super’s leadership.

  • Positioned Brighter Super executives alongside Kochie to reinforce credibility and highlight the fund’s commitment to supporting member’s financial well-being.

Digital & Social Media Amplification

  • Produced digital assets, including video explainers, Q&As, and live chats featuring Kochie, designed to simplify complex retirement concepts for members and prospects.

Member-Centric Initiatives

  • Developed a series of in-person and virtual forums featuring Kochie, offering practical financial insights to help members prepare and transition to retirement.

  • Created opportunities for two-way dialogue, fostering goodwill and strengthening loyalty among Brighter Super members.

Results and impact

The campaign was an overwhelming success, achieving a:

  • 50% increase in attendees to Brighter Super member events

  • 51% increase in requests from members for financial advice services

  • 53% increase in numbers of members rolling their funds into Brighter Super’s pension products

  • 15% reduction in rollouts to other super funds

  • 30% increase in members making additional contributions to their super

  • 15 point increase in NPS. 

Cole Lawson Communications helped Brighter Super amplify its brand presence, deepen member trust, and strengthen its leadership position in Queensland’s superannuation market.