Challenger Annuities
Lifestyle Expectancy Campaign
AWARDS - Australian Effies 2017- Financial Services
Australia enjoys one of the highest life expectancies of any country in the world. By 2042, there will more than a million Australians over the age of 85.
Obviously, increased longevity is good news. Who doesn’t want to live longer? But on the down side, it means we’ll have to support ourselves in retirement for much longer. Which won’t be easy if we hope to maintain the lifestyle we enjoyed pre-retirement.
Hence the concept of “lifestyle expectancy”, and ensuring that your lifestyle lasts as long as your life.
In this campaign, we literally put an “expiry date” on lifestyle. In film, we show comfortably retired people losing all the trappings of their nice life, right before their eyes. In print and digital, we use the device of the “expiry date” sticker to graphically demonstrate the tenuous state of their retirement lifestyle.
An online lifestyle expectancy calculator shows people how long their lifestyle is projected to last, and the difference that can be made with a Challenger annuity.
