Our creative goal was simple. Knowing that changing Victorian's attitudes to super would take time, we realised we couldn't speak to people about helping them with their super until we first got them thinking about it.

So we decided to let the money talk, and let Victorians hold their current super balance as real cash. Our hope was that, when confronted with the physical reality of how much money they had to retire on, people couldn't help but be engaged. Likewise, we believed that an activation giving Victorians the opportunity to hold hundreds of thousands of dollars would draw much needed publicity for the VicSuper brand.

In prominent sites across Victoria, our 'Your Future is in Your Hands' activation gave people the once-in-a-lifetime chance to see and touch their superannuation (super) balance in real cash. They simply lined up, used a customised VicSuper digital tool to quickly calculate their current super balance, then held it with outstretched arms inside a specially built chamber. It didn't matter if they were existing VicSuper customers or not - everyone was given the chance to experience 'your future in your hands'.

While holding their super as cash, they were then prompted to pose for a 'Super Selfie', a photograph they could take away in a VicSuper information sleeve or immediately share socially via a digital kiosk.

VicSuper staff were also on-hand at each activation to provide financial advice to anyone keen to know more.

Please see confidential results below.