Challenger: Retirement on paper

This case study explains how Challenger, a financial services company in Australia, used empathetic storytelling to communicate rational benefits of a retirement product and give people peace of mind.

Challenger: Retirement on paper

Campaign details

Agency: 303LoweAdvertiser: ChallengerAuthor: Jon McKieTotal campaign expenditure: $10 - 20 million

Strategic communications challenge

In 2011, against a backdrop of economic uncertainty created by the GFC, the fund manager Challenger was successfully re-launched as a retirement income and annuity specialist. Our 'Real Stories - Future-proof your retirement' campaign used to relaunch the business, played an integral part in this success, helping to take the company's total annuity sales from $1.19 billion in 2010 to a stunning $1.73 billion in 2011, a 31% year on year increase.

Challenger's...

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