Finance

Financial products and services including: communications promoting overall image and capabilities of a financial institution.

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2017 BRONZE

What's your lifestyle expectancy?

How do you sell a complex financial product with lingering historic negative baggage, to an audience who don’t think they need it, through a distribution channel that is motivated to sell competing products?
This case shows how an insight led strategy combined with a big and provocative creative idea cut through and motivated an uninterested retiree audience to pay attention and, critically, to invest.
Challenger’s Lifestyle Expectancy campaign beat all targets and delivered 4.5x the sales growth objective.

Brand: Challenger
Client: Challenger
Agency: J. Walter Thompson
Language: English