The SilverSun solution was to produce short animated videos that immediately engaged viewers, featuring heart-warming characters like Kelly and Bob. The scripts struck a careful balance. They were written in a language that was simple enough to understand but provided enough detail to teach audiences about many important aspects of self-managed super. And the videos were kept short—up to about 90 seconds each on average.
The animation was designed to be eye catching and messages reinforced with strong, effective info graphics—presenting facts and figures, busting through myths, sharing tips and providing valuable advice. The first two videos flew through the ATO’s formal focus group testing with flying colours.
The ATO initially contracted SilverSun Pictures for two videos. They received rave reviews the day they were launched and have now had more than 70 000 views. The ATO described them as a ‘roaring success’ and a ‘brilliant project collaboration’.
SilverSun was immediately asked to produce another 26 short animations, some of which have had more than 55 000 hits each, and then another five. We’ve carefully and proactively refined processes to maximise efficiency in producing the videos to provide the ATO with economies of scale.
The animated videos are fun to watch, easy to digest and even make learning about self-managed super funds pretty easy. As one viewer sums up the experience:
I thought they were great to watch. The simple messages were direct but kept my interest throughout each presentation due to the easy-going music and colourful animation. I felt they passed on compliance information in a thought-provoking way without shoving it down the viewer’s throat.