Challenger’s ‘Real Stories’ campaign delivers real results

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Challenger's ‘Real Stories’ campaign capturing the true experiences of Australian investors during the global financial crisis (GFC) has prevailed as Best Advertising Campaign for 2012.

Centred around a 60-second television commercial with three 30-second versions and a 15-second ad, Challenger presented consequences of over-exposing in equities for retirees and those approaching retirement.

The campaign had dual objectives – to promote Challenger as a specialist retirement income brand and revive the Australian annuities market.

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Challenger improved their association as a retirement income provider recording a 180 per cent increase in advisers choosing Challenger as the first brand to come to mind, unprompted in relation to retirement income.

Annuity sales grew as a result of ‘Real Stories’ by a record 56 per cent for the 2011 fiscal year.

The campaign was rolled out across TV (free-to-air and subscription), web video, print, cinema, radio live reads, radio ads and online, and Challenger grew.

Hunter Hall's submission – a campaign of verbs defining what the investment company does – explores their strategy and demonstrates the firm’s long-term effectiveness. Launched in March 2012, it has already garnered positive feedback from publishers.

Solaris said they believed they had the best campaign of the year and achieved it on a “beer budget”, utilising advertising opportunities in Money Management’s Bluebook newsletter.

They said their limited budget meant they had to “zero in on the most effective means of impact” and focus on specific channels in the retail/adviser market.

Other submissions included Perpetual's ‘Perpetual Way’ advertising campaign, Colonial First State's ‘Wealth generation integration’ campaign and Solaris' ‘perfectly aligned’ campaign.




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