Future proof your retirement
  • the brief

    Devise a multi-channel campaign for Challenger’s Annuities investment product. (For 303 Mullen Lowe.)

  • the challenge

    Many people had their retirement savings devastated by the GFC so it was the right time to highlight the risks of heavily investing in the share market vs more conservative, but safe annuities.

  • the idea

    We gave a voice to those badly hit by the GFC because of their over-exposure to share market linked investments, inviting them to ‘Future-proof their retirement’ with Challenger annuities.

  • the change

    The campaign was voted Money Management’s best Advertising Campaign for 2012 and won a Silver Effie (Australian Effectiveness Awards) in Financial Services.

    Annuity sales grew by a record 56 per cent and there was a 180% increase in advisers choosing Challenger as a retirement income provider.