Challenger 'Retirement on Paper' campaign
CommInsure 'Flexi-linking' campaign
Challenger's 'Retirement on Paper' spot has been named advertising campaign of the year.
Pitched directly to consumers, the simple ad aimed to "disrupt retiree preconceptions" with a stop-frame animation of paper figures and a paper aeroplane.
Challenger describes it as "educational, entertaining, highly distinctive and empathetic" and
credited it with lifting the group's annuities sales to record levels.
In the six months immediately after its release (to 31 December 2013), the investment management firm saw a 38 per cent spike in retail annuity sales, to $1.46 billion, it said.
In addition to the spike in general interest, 45 per cent of the curious viewers and readers directed annuity-related questions to advisers, Marketing Pulse research showed.
Keyword searches for 'Challenger annuity/annuities' jumped 214 per cent, while direct website traffic lifted by 72 per cent, according to a four-month snapshot by Hall & Partners.
The judges applauded Challenger's ability to create a direct, cut-through campaign, with a memorable message and measurable impact.
The other finalist in the group, CommInsure's 'Flexi-linking', encouraged advisers to create personalised insurance solutions for clients by reminding them with a tangible 'flexi-link' figurine.
The integrated campaign included a microsite, event-driven marketing, trade press advertising, boardroom training sessions, webcasts and emails, each displaying the yellow flexi-man.
CommInsure said it was a "viral sensation", with staff photographing the flexi-men at various locations and showing off their flexibility with flexible poses.