Superwoman is a money management company that specialises in looking after the financial needs of women. Highway 101 has been totally involved in the launch of the brand from day one, advising on not just the advertising and design, but also every aspect of the marketing of the company. This included the consultation of the brand profile, interior design, brand locations and launch event.

The October 2005 launch in NSW with The Good Weekend, Sunday Life and targeted women’s magazines featured real women who were already Superwoman clients.

The campaign was shot in a reportage, or documentary, style, in black and white. Deliberately, there was no headline as such, just a short bio on each woman and copy that explained how Superwoman was able to help women.

It was essential that Superwoman hit the ground running, to establish brand credibility immediately. With rivals that include the major banks and financial institutions such as AMP, success depended on gaining the confidence of the target market.

Happily, Superwoman has done just that. Already they are located in the centre of Sydney and the western suburbs, and there are plans to open in major centres throughout Australia within the next 12 months.