Deep Dives
MLC helps affluent Australians to reimagine retirement
The challenge
MLC sought to educate affluent Australians and encourage them to question whether they are living for today or tomorrow as well as how their actions today will affect their retirement.
The execution
To align with MLC’s core messaging of reimagining retirement, in 2019, Nine profiled men and women across key mastheads including Good Weekend and The Sydney Morning Herald. The profiles upended stereotypical images of retirement placing bland profiles with colour.
In 2020, the campaign received a fresh new update to enhance the narrative and evolve it through new inspirational stories, profiling case studies and featuring experts. The content utilised the Business Section of The Sydney Morning Herald with actionable and practical content and the Good Weekend adopted a lifestyle and utility content approach to solve MLC’s business challenge.
The results
The campaign successfully engaged MLC’s desired audience, informing and empowering them for a reimagined retirement.
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