Acenda Life has appointed Bastion across creative and media to launch new national brand platform, ‘Confidence at Every Stage’.
Bastion’s creative and media partnership with Acenda Life builds on communications work provided in 2025 to support the business following its acquisition by Nippon Life.
The campaign has introduced Acenda Life as a new force in Australia’s insurance and retirement category, under one unified brand.
Bastion partnered with Acenda Life to create a distinctive platform designed to cut through the category and build trust from day one.
At the centre of the platform is the idea that confidence does not happen in isolation. It is shaped by the people around us, the protections we put in place and the certainty that someone has our back when life becomes uncertain. ‘Confidence at Every Stage’ aims to position Acenda Life as the brand that helps protect and support that confidence through every stage of life.
The campaign is underpinned by a full-funnel, multi-channel ecosystem designed to build awareness, consideration and long-term brand connection at scale. Bastion developed an approach from high-reach channels including TVC, BVOD and large format OOH, through to targeted digital, social, search and performance activity.
“Launching a new brand in a category built on trust requires a bold strategic approach and genuine integration across every touchpoint. By bringing together insights, strategy, creative and media from the outset, we were able to create a platform designed to help Acenda Life cut through and launch in a position of strength,” said Bastion managing director Anna Cherry.
“At the heart of our brand are our customers and the moments that shape their lives. We set out to create something that genuinely connects with people, built on the belief that financial confidence comes from knowing you have the right support behind you. Whether it’s starting a family, building a home or having the freedom to live life your way in retirement, these are the life moments that bring home just how important it is to protect what matters most,” said Acenda Life group chief of staff Amy Greenaway.
