Case History Database

By advertising annuities directly to consumers we were i). launching a product and a brand about which people knew very little ii). taking on an ingrained belief that shares were the best way to provide retirement income iii). engaging with a suspicious target market who had been left bruised and battered by the GFC. We believe our campaign worked because, for the first time, we gave a voice to the anxiety our target audience felt whilst compellingly offering an investment alternative. The campaign surpassed all expectations, helping to transform Challenger while driving change in the investment habits of a generation.

	Author		Jon McKie
	Head of Strategic Planning		Jon McKie
	Head of Media		Inger Christensen
	Executive Creative Director		Simon Langley
	Head of Digital		Nic Chamberlain
	Broadcast Producer		Lucy Turncoat
	Creative Partner		Andrew Town		Mr Mumbles
	Creative Partner		Laurie Ingram		Mr Mumbles
	General Manager, Corporate Marketing and Communications		Stuart Barton		Challenger
	General Manager, Marketing Strategy & Services		Amanda Irving		Challenger