The campaign targets soon-to-be-retirees, asking could your life expectancy expire before you do?
ASX-listed investment management firm, Challenger Limited, has launched its first creative campaign via J. Walter Thomson Sydney since the agency’s appointment in 2015.
The campaign draws a direct parallel between increased life expectancy and lifestyle expectancy, with a focus on Challenger’s retirement income products such as annuities.
Simon Langley, executive creative director J. Walter Thompson Sydney says: “Our message is simple; Challenger’s retirement income products, such as annuities help you to protect your retirement savings, so you won’t have to give up the lifestyle you’ve worked so hard for.”
Challenger chief executive Paul Rogan says the new campaign addresses the financial risks of retirement; inflation, market and longevity risk, and how they can affect retirement lifestyles.
“We wanted to tell it how it is, no sugar coating. There are elements of humour to it but with a serious purpose – real issues of financial security in retirement,” he said.
The campaign – planned and implemented by Match Media - comprises multiple touch-points including television, print, radio and digital executions.
Credits
Creative Agency and Digital Tech: J. Walter Thompson and Webling
Production company: 8com
Media Agency: Match Media
