ASX-listed investment management firm, Challenger Limited, this week launches its first creative campaign via J. Walter Thomson Sydney since the agency’s appointment in 2015.

 The campaign focuses on the importance of guaranteed income for retirees.  It is based on recent research, that the main fear of soon-to-be retirees is that they will outlive their savings. The thought provoking campaign draws a direct parallel between increased life expectancy and lifestyle expectancy, with Challenger’s retirement income products such as annuities, providing consumers the antidote to outliving their savings.

Simon Langley, Executive Creative Director J. Walter Thompson Sydney said: “Many Australians have a certain lifestyle they hope to keep when they retire, but if they run out of money, that lifestyle may not be sustainable.  So our message is simple; Challenger’s retirement income products, such as annuities help you to protect your retirement savings, so you won’t have to give up the lifestyle you’ve worked so hard for.”

Paul Rogan, Chief Executive, Distribution, Marketing and Research, Challenger Limited said the new campaign addresses the financial risks of retirement; inflation, market and longevity risk, and how they can affect retirement lifestyles.

 “With this campaign, we chose to depict real-life issues faced by people in retirement.  For people viewing the campaign, these characters might not be themselves, but they are certainly issues people can relate to.  We wanted to tell it how it is, no sugar coating.  There are elements of humour to it but with a serious purpose – real issues of financial security in retirement,” he said.

The campaign – planned and implemented by Match Media – comprises multiple touch-points including television, print, radio and digital executions each addressing specific market forces – e.g. share prices – which could affect an individual’s retirement plans.

 The TVC can be viewed here: 

 Agency credit list

 Creative Agency and Digital Tech: J. Walter Thompson and Webling 

Production company: 8com

Media Agency: Match Media

J. Walter Thompson is part of STW, Australasia’s leading marketing content and communications group.

The Challenger group is focused on providing Australians with financial security for retirement. Challenger Life is Australia’s largest provider of annuities, providing reliable income to around 60,000 investors through its management of more than $13 billion in assets