Rest — Super Simple 3.0
FROM SIMPLICITY TO CONFIDENCE TO ACT
Background
As ‘Super.Simple.’ matured, the challenge shifted again. Awareness had been won, but confidence remained the biggest barrier to action, particularly for ‘Starting Out’ members with low financial literacy and high anxiety around getting it wrong.
Rest recognised that simplicity alone wasn’t enough. People needed confidence.
Idea
Super Simple 3.0 introduced a clear evolution: Super with the confidence to act. Guided by the principle ‘serve, don’t sell’, the work focused on delivering genuinely useful super tips, helping members take small, meaningful actions without pressure.
The Rest Rep’s role expanded from explainer to enabler, while ATL and social content were re-engineered to work as a connected system; more efficient to produce, easier to scale, and more effective per dollar. Simplicity was no longer just a message; it became a catalyst for action.
