Super Genome Project


The Objective:

  • Launch the reimagining of superannuation (Super Genome Project) to the industry via exhibition booth
  • Create an experience to engage and educate users on what Mercer’s reimagining of super means
  • Stand out at the ASFA 2015 conference with the trade show stand, activation campaign and social media feed


The Results:

  • Email: The pre-conference activation email campaign drove the highest engagement results above all Mercer Australia email campaigns in 2015
  • Social media: Over the course of four days there was an impressive 542.4% increase in audience engagement for the Mercer Australia Twitter feed, earning thousands of impressions
  • Awards: Mercer’s stand won ‘Best Crowd Pleaser Award’ and ‘Best Digital Innovation Award’.


The Deliverables:

  • Messaging
  • Hype reel video
  • Trade show campaign
  • Trade show stand
  • User engagement campaign
  • Twitter Campaign

Hype reel:

Trade show stand design:

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 Trade Show. The stand added the wow factor to the Super Genome Project and got people talking about the game changing new play from Mercer.


User engagement campaign:

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 all sorts of flavour blends being created for delegates.