Challenger: Changing the ingrained investment habits of a generation
Agency: 303Lowe
Advertiser: Challenger
Author: Jon McKie
Total Campaign Expenditure:$5 – 10 million
Strategic communications challenge
"You've got your work cut out for you, annuities are marketing poison "
Malcolm Maiden, Senior Columnist (Business), The Age and Sydney Morning Herald
An annuity is a type of investment that in exchange for an upfront lump sum, makes regular payments back to you over a specified timeframe, which could be as short as a year or as long as the rest of your lifetime.
In 2010, fund manager Challenger...