Visual concept and copywriting for AMP Advice Network's Life Events initiative. With the aim of encouraging customers to see their financial adviser in times of major life events, the creative required a sensitive, nuanced direction that was positive and proactive.
The Life. It happens. concept is successful because it shares a knowing insight with the customer and positions the financial adviser firmly on the same team.
It was followed with an empathetic statement that quickly used the impetus to suggest possibility and a positive imperative. The call to action varies according to the location of the particular ad, but focuses on contacting your financial adviser.
The campaign was rolled out under various AMP Advice Network brands, such as Charter Financial Planning and Genesys Wealth Advisers.