MercerBell bids for Gen-Y
Sydney’s MercerBell agency has developed a creative campaign aimed at catching the attention of the notoriously finance-savvy Generation Y demographic for clients BT Financial Group. The aim of the campaign is to introduce them to superannuation. "Gen Y are optimistic and care about their financial future - they're just not interested in it right now,” said David Bell, executive creative director at MercerBell. “Our challenge was to engage a live-in-the-moment audience with a benefit that's very future focused." The campaign hopes to drive Gen-Y to BTs website to watch the music video, read about 'Starting Out' with BT Super For Life, sign up for an account, and share the video through social media. "We learned from research that Gen Y, far from being lazy and entitled, are the first generation to understand that the employment economy no longer rewards loyalty. Instead, Gen Y will flourish with new skills like adaptability, and they will find a better balance of happiness at work by choosing a great culture over great pay,~2 Mr Bell said. “BT Financial Group can support this generation through their lives to help them prepare for the best financial future."