Aon SmartMonday

The challenge

How might we take a successful superannuation brand and make it even better?

The Story

We were tasked to innovate the already successful superannuation product, the Aon Master Trust.

A superannuation brand heavy in equity, high on performance and low in customer interest — superannuation after all, is something we don't all think about.

With 50,000 members, a 10-year platinum performance rating and a 5-star Heron quality star rating — we had big shoes to ensure were filled.

Working closely with Aon Hewitt's digital, member experience and marketing teams we helped them better understand the opportunity, innovate an aspirational customer journey and build a brand for tomorrow.

We renamed the Aon Master Trust repositioning the business and creating a superannuation brand that clients, advisors and members were proud of.

A brand with a global community of world-class people whose priority is to empower customers financial wellbeing now and into the future.

Enter smartMonday.


Because the core audience was driven to make a difference. They like Mondays because they're filled with opportunity.

Mondays are a start of something new.

Mondays are for entrepreneurs, for the hustle — the day that gets us out of bed and has us punching the air!

Mondays are a brighter future. Positive, smart action about the choices we make.

Bring on Monday.


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© Tank Pty Ltd

We are based in Melbourne, Australia, and our work is conducted across our nation and in various cities around the world. We acknowledge and pay respect to the past, present and future Traditional Custodians and Elders of the nation we live and work in and the continuation of cultural, spiritual and educational practices of Aboriginal and Torres Strait Islander peoples.

Our commitment to Indigenous Australia