Brief:
Challenger invests heavily in tools and services that help make life easier for the financial advisers who write its products. The Challenger team wanted to raise awareness of their commitment to this high level support, and to encourage engagement and use of the tools.
Challenger invests heavily in tools and services that help make life easier for the financial advisers who write its products. The Challenger team wanted to raise awareness of their commitment to this high level support, and to encourage engagement and use of the tools.
Challenge:
Research showed that advisers felt they already knew Challenger. We’d need to find a new way to cut through and connect if we were to have any chance of getting the message across.
Results:Research showed that advisers felt they already knew Challenger. We’d need to find a new way to cut through and connect if we were to have any chance of getting the message across.
We generated 7 distinctly different creative directions that explored the interplay of imagery, content and tone of voice. Despite being a complex communications problem, this helped the Challenger team quickly triangulate on a preferred solution: a strong analogy for the type of relationship they were offering to advisers.
Building on this, we developed a visual approach that elevated the communication out of the literal and onto a lateral level that was