Brighter Super
Accelerating growth with a high-profile brand ambassador
Brief
Brighter Super is a 100% member-owned Queensland based superannuation fund, that manages more than $34 billion in retirement savings for over 280,000 members, as at 1 January 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.
Our Approach
· Ambassador Selection & Partnership Development
o Identified David “Kochie” Koch as the ideal brand ambassador, leveraging his reputation as one of Australia’s most trusted finance commentators.
o Led contract negotiations and developed the partnership framework with a clear focus on credibility, accessibility, and results.
· Integrated Campaign Execution
o Collaborated with Brighter Super’s marketing team to create co-branding messaging that positioned Kochie as a relatable, knowledgeable voice on personal finance.
o Content and campaigns were aligned with Brighter Super’s refreshed brand identity, member-first philosophy, and focus on retirement confidence.
· Media & Member Engagement
o Secured targeted media opportunities, and local area marketing to showcase Brighter Super’s leadership.
o 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
o 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
o Developed a series of in-person and virtual forums featuring Kochie, offering practical financial insights to help members prepare and transition to retirement.
o Created opportunities for two-way dialogue, fostering goodwill and strengthening loyalty among Brighter Super members.
Results and impact
· Membership Growth
o A steady 24% increase in new memberships was observed during the campaign, boosted by Kochie’s positive endorsement and familiar media presence.
· Brand Elevation
o Media coverage, digital reach, social media engagement and in-person events significantly boosted Brighter Super’s brand visibility and validation in a competitive market.
· Enhanced Trust and Advocacy
o Kochie’s endorsement reinforced Brighter Super’s credibility, contribution to a 47% increase in attendance for in-person events.
· Engaged Member Community
o The impact of these initiatives is clear, with Brighter Super’s education program achieving an outstanding 98% satisfaction rate. This success was recognised on a national scale, with Brighter Super winning in the Member Education category at the prestigious Super Review 11th Annual Super Fund of the Year Awards 2025.
Cole Lawson Communications helped Brighter Super amplify its brand presence, deepen member trust, and strengthen its leadership position in Queensland’s superannuation market.