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...