Challenger: What's your Lifestyle Expectancy?

Angela Morris and Jim Schuch

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 - SydneyAdvertiser: ChallengerCategory: 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?

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 helped the business record Liquid Lifetime sales growth of...

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