The brief

To launch a new kind of money management company that specialized in looking after the financial needs of women. Highway 101 was involved in the very early stages of the project, advising on all aspects of marketing, design, advertising, online communications and PR.

 What we did

It was essential that Superwoman hit the ground running to establish the brands credentials in a crowded market, with major banks and financial institutions competing or the increasingly valuable female sector.

The campaign centred on a selection of women that Superwoman had already advised, planned for and supported.

 To emphasise these ‘real life’ stories, black and white documentary style photography was featured throughout the launch campaign. It appeared in Good Weekend, Sunday Life and leading women’s magazines.

The results

Superwoman was an immediate success and attracted many new female customers who have never previously considered obtaining independent advice to manage their finances. Within 12 months, Superwoman had been bought by the ING Group.