Challenger

Karen Russell, Head of Consumer and Digital Marketing
Lisa Macauley, Brand Campaign Manager
Stuart Barton, Former General Manager Marketing
Amanda Irving, Former General Manager Marketing, Strategy

J. Walter Thompson *Lead Agency

Angela Morris, Executive Planning Director
Jim Schuch, Senior Planner
John Lam, Creative Director
Laurie Geddes, Group Creative Head
Simon Langley, Executive Creative Director

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 delivered 4.5x the sales growth objective.