Navigator today launched its 2004 advertising campaign, targeted at people who are close to retirement and faced with the dilemma about what to do with their super.
Navigator today launched its 2004 advertising campaign, targeted at people who are close to retirement and faced with the dilemma about what to do with their super.
The creative concept was a joint effort between the Navigator marketing team and creative agency Patterson Partnership. It centres around a man sitting at a table who is having a conversation with himself – struggling with the dilemma over what to do with his super and how to make it last for his retirement years.
General Manager Marketing and Distribution Development, Paul Northey says that the concept reflects the reality for many investors facing retirement: "Through our research and concept testing with pre-retirees we found that there is real ambivalence about investment and what to do with retirement savings. For many investors, there is a sense of concern over how to make their superannuation savings last throughout retirement."
"The ad concept shows a man sitting at a table, in conversation with himself over how to invest his super. We used a combination of the latest special effects techniques to film the same actor in numerous conversations which highlight some of the key investor concerns outlined in the research.
"I think that the result really portrays the kinds of conflicting sentiments and concerns many investors are struggling with, positioning Navigator as a `bridge` for retirees looking for a way to invest and manage their retirement savings", said Paul.
Throughout the campaign, Navigator will co-sponsor Channel Nine’s Sunday program with ads also appearing on Business Sunday and selected SBS and Pay TV programs.
Paul said that the launch of the new Navigator television commercial consolidates what has already been a year of delivery for Navigator, with the addition of online transactions on Navigator’s n-link system and the success of Navigator’s n-able services for financial advisers.
"The campaign is another demonstration of Navigator’s commitment to supporting the sales process for financial advisers by highlighting the need for sound financial strategies for pre-retirees.
"The campaign will raise Navigator’s profile with investors - particularly those at the pre-retirement age whose investment decisions now, are crucial in the lead-up to retirement. We hope that the ads will ring true for investors and reassure them that there are effective financial solutions to their investment concerns," said Paul.
For further information, please contact:
Simon Morgan, Group General Manager
Public Affairs
tel: +61 3 9829 8892
mob: +61 407 966 632
Notes to editors:
- Aviva Australia is a group of two specialist financial services companies: Navigator and Norwich Union Life Australia Ltd. Portfolio Partners, the Australian funds management arm of Aviva plc, is a sister company. Through these companies we provide products and services in the areas of wealth creation, wealth management and wealth protection for more than 300,000 customers throughout Australia.
- Globally, Aviva Australia is part of Aviva plc, the world’s seventh largest insurance group, the largest insurer in the UK and one of the top five life companies in Europe. Aviva was formed in May 2000 through the global merger of CGU plc and Norwich Union plc.
- Aviva is a leading provider of life and pensions products to Europe and has substantial businesses elsewhere around the world. Its main activities are long-term savings, fund management and general insurance. It has premium income and investment sales from continuing operations of A$66.08 billion, and more than A$472 billion of assets under management (as at 1 January 2004). The group has more than 59,000 employees and 25 million customers worldwide.
- The information in this document reflects Navigator Australia Limited's ('Navigator’) understanding of existing legislation, proposed legislation, rulings etc as at the date of issue. In some cases the information has been provided to us by third parties. While it is believed the information is accurate and reliable, this is not guaranteed in any way. The information is not, nor is it intended to be, comprehensive or a substitute for professional advice on specific circumstances. The securities advice or information given in this document is of a general nature and has not taken into account the investment objectives, financial situation or particular needs of any particular person. Before making an investment decision on the basis of the advice above, a prospective investor needs to consider, with or without the assistance of a professional adviser whether the advice is appropriate in the light of their particular investment needs, objectives and financial circumstances.
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