MLC shifts focus from retirement to ‘best bits’ of life with new proposition
MLC has re-positioned itself as a brand which helps keep ‘Life Unchanging.’
The new proposition for NAB’s wealth management arm is a shift away from its ‘Save Retirement’ campaign, which ran for the last three years.
Created by Clemenger BBDO Melbourne, the latest piece of work came from the insight people want their future to be something similar to what they have in their life in the present.
The ad features a woman discussing her hopes for retirement – of a home filled with books, dogs, friends and family.
She tells viewers: “I just really want what I have today.”
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MLC’s previous campaign and proposition, ‘Save Retirement,’ focused on what could happen if people didn’t save enough money for retirement, turning retirement into history.
https://youtu.be/HnpKiDXxzHI
NAB’s chief marketing officer Andrew Knott said the new campaign and proposition reflects real aspirations.
“It’s very exciting to be launching a fresh and new brand position for MLC. We really wanted the brand to encourage Australians to think about what they really value in their lives today, and demonstrate how MLC can empower them so they can enjoy these things well into the future,” Knott said.
Clemenger BBDO Melbourne’s creative chairman, James McGrath said the work aimed to highlight the ability to choose that nothing will change in the future.
“Through research, we heard customers telling us clearly that in their future what they wanted was just confidence that their lifestyles wouldn’t have to change too much and they could keep doing the things they enjoy today,” McGrath said.
The campaign has launched nationally through TV, digital, social and outdoor.
