The campaign taps into the insight that people don’t want an over-idealised future filled with yachts and sports cars, but actually something much closer to home.
MLC has repositioned its brand in a new campaign from Clemenger BBDO Melbourne.
The new brand alignment sees MLC, which is NAB’s wealth management arm, move away from its ‘Save Retirement’ campaign, which ran for the last three years.
It instead focuses on superannuation, advice, investments, and life insurance.
NAB chief marketing officer Andrew Knott says the campaign reflects the real aspirations Australians have for their future.
“It’s very exciting to be launching a fresh and new brand position for MLC. We really wanted the brand to encourage Australians to think about what they really value in their lives today, and demonstrate how MLC can empower them so they can enjoy these things well into the future,” says Knott.
Clemenger BBDO Melbourne creative chairman James McGrath says: “Through research, we heard customers telling us clearly that in their future what they wanted was just confidence that their lifestyles wouldn’t have to change too much and they could keep doing the things they enjoy today. We wanted to highlight that actually you have to make an active choice now for nothing to change in your future.”
The campaign has launched nationally and will run across TV, digital, social and outdoor-of-home.
MLC’s previous campaign, ‘Save Retirement,’ encouraged people to save towards their retirement.
