Queensland super fund manager, Sunsuper, is set to boost its growing marketshare with a quirky new campaign, launching this month.

Created by BCM, the new multi-media campaign builds on the company's highly successful "You look after your life. We'll look after your super." positioning, with a unique look at the important things in life.

BCM Partner Paul Cornwell said, "We've worked with Sunsuper to create a very different brand positioning within the highly competitive superannuation market. While consumers are being bombarded with confusing facts and figures, we've taken a more laid-back approach. And it's a strategy that has met with remarkable success."

When BCM initially launched the brand in mass media in mid-2005, Sunsuper's funds under management were $6 billion. In the two years since then, this figure has grown to just over $12 billion.

Featuring Australian swim star, Libby Lenton, and a cast of everyday Australians of different ages, the new TV campaign is on air from Sunday 17 June. It will be supported by radio, outdoor, inflight, and online advertising.

Campaign credits:

Agency Partner - Paul Cornwell
Creative Director -Greville Patterson
Copywriter - Deb Enright
Art Director - Tony Sutton
Producer - Shane Ford
Account Director - Michele Prescott
Account Co-ordinator - Stephanie Goldwater
Production - Zoom Film & Television
Director - Gerard Lambkin