Making Super Human
Mercer is one of the world’s leading firms for superannuation, investments, health and human resources consulting and products. Across the Pacific, organisations look to Mercer for global insights, thought leadership, and product innovation to help transform and grow their businesses.
Against the backdrop of market volatility and complexity, the global firm Mercer realised it needed to rethink its technology-first approach to find a new way to maintain relevance and grow the business.
Super administration becomes super engagement
Customer-first, not technology-first
Step Change led the reimagining of super administration across people, process and technology. We reframed the integrated offering and developed a strategy to bring it to life.
The Super Genome Project
The Super Genome Project is a bespoke product built around each individual policy holder's needs. The campaign consisted of tailored experiences that resonated with the core thought of 'super built around the individual'.
Amplifying the launch
The main purpose of the Mercer ASFA trade stand was to amplify the launch of the Mercer Super Genome Project to delegates of the ASFA Conference. The activation campaign and the stand added the wow factor to the Super Genome Project and got people talking about Mercer’s game-changing initiative.
Bespoke gelato tasting
To create buzz, with a direct link to the Super Genome Project concept 'super built around the individual', the booth featured a hydrogen ice cream stand where artisans created bespoke ice cream for delegates. This added the drama factor, with hydrogen gas frothing over the bench and artisans creating all sorts of flavour blends for delegates.
The work on air
The campaign film carried the Super Genome Project story into the room and across Mercer's channels.
Stand-out presence at the ASFA conference with the trade show stand, activation campaign and social media feed, winning both Best Crowd Pleaser and Best Digital Innovation.
The pre-conference activation email campaign drove the highest engagement results above all Mercer Australia email campaigns in 2015.
Increase in audience engagement for the Mercer Australia Twitter feed, earning thousands of impressions in four days.
Mercer's stand won Best Crowd Pleaser Award and Best Digital Innovation Award.
The team added value throughout the entire process, resulting in a much better outcome than what we'd asked for. It looked fantastic. Thank you Step Change!
