Fund Manager of the Year 2014: Advertising Campaign of the Year
Winner
Challenger 'Retirement on Paper' campaign
Finalist
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.
Recommended for you
Women are expected to inherit US$124 trillion through the intergenerational wealth transfer, but Capital Group has found they are twice as likely to rely on social media for advice over a financial adviser.
Challenger Investment Management has raised $350 million during the offer period for its new ASX-listed investment structure.
A week after Lonsec downgraded multiple funds from Metrics Credit Partners, rival research house Zenith Investment Partners has opted to retain its ratings for the same funds.
Strong adviser engagement has helped Praemium reach $1 billion in inflows on its Spectrum offering, with a deal with Western Australian wealth firm Euroz Hartleys expected to add as much as $2 billion.
