Challenger: What's your Lifestyle Expectancy?

This campaign shows how Challenger, a financial company, motivated an uninterested retiree audience to pay attention and invest in annuities in Australia with its 'Challenger's Lifestyle Expectancy' campaign.

Campaign details

Agency: J. Walter Thompson - Sydney Advertiser: Challenger Category: Financial Services

Executive Summary

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?