Colonial First State is attempting to jolt Australians into taking their super off 'autopilot' in a new integrated campaign from independent creative agency It's Friday.

The campaign responds to research conducted by the superannuation fund in which 51% of Australians admitted that autopilot is their current approach to their super, while two in five found super confusing and 60% were unsure how their super performed last year.

The launch film uses a train as a metaphor for the average retirement Australians are headed towards if they leave their super on autopilot with an average superfund.

"Being on autopilot with your super is an easy trap to fall into. The industry has conditioned Aussies to set and forget. But paying high fees or enduring poor performance can have a major impact on your retirement savings. In fact, they might be shocked at just how average their recent performance has been. With this campaign, we want to get people off autopilot and realise that it’s easier than they think to defy average simply by switching to Colonial First State. It's one reason why CFS customers have amongst the highest confidence and preparedness for retirement," said Group Executive, Customer Office at Colonial First State, Josh Grace.

The campaign will roll out across film, outdoor, radio, social and digital platforms, seeks to challenge the 'autopilot' mindset that many Australians have towards their superannuation.

"It’s eye-opening that so many Australians don’t know what their super is doing, or where it’s heading, but it shows just how common being on autopilot is. This powerful creative insight formed the basis of a simple and relatable message highlighting how Colonial First State gives Australians ways to switch off autopilot so they can easily take control of their super and avoid an average retirement," said CCO of It’s Friday, Vince Lagana.