Clemenger BBDO Melbourne has helped launch MLC’s first brand campaign since the demerger of its life insurance business to Nippon Life.
The campaign, titled ‘Life unchanging’, is built from the insight that the life people want in their future isn’t an over-idealised fantastical future filled with yachts and sports cars, but actually something much closer to home – the best bits of the life they have already. The creative focuses on capturing the joy in those moments.
The campaign marks a move away from MLC’s previous ‘Save retirement’ work, and will showcase the company’s expertise in superannuation, advice, investments, and life insurance.
NAB chief marketing officer Andrew Knott said the campaign reflects the real aspirations Australians have for their future, demonstrating how MLC can support them to create the future they really want.
“It’s very exciting to be launching a fresh and new brand position for MLC,” he said.
“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.”
Clemenger BBDO Melbourne creative chairman James McGrath said: “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.
“We wanted to highlight that actually you have to make an active choice now for nothing to change in your future.”
The campaign has launched nationally through TV, digital, social, and outdoor.