Janus Henderson – retirement campaign concepts and copy
‘The Big 5-Oh’ campaign was targeted at middle-aged professionals. It spanned advertising, videos, articles, a microsite, a retirement guide and more. It was by far the most successful campaign in the client’s history. I came up with the concept and wrote all the executions. This is the front cover and introduction of the retirement planning guide.
[Front cover]
Smart retirement planning:
What to do when you hit the Big 5-Oh
[Inside introduction]
The Big 5-Oh
Retirement planning is something that we all tend to think about eventually – but when it comes to acting, all too often it’s later rather than sooner.
For many of us, reaching 50 is a watershed moment – it’s why it’s often referred to as ‘The Big 5-0’. But it’s also the age when retirement can turn from a distant prospect into a fast-approaching reality – all of a sudden, you realise you need to prepare for it.
That’s why we prefer to refer to that age as ‘The Big 5-
Oh’:
“Oh – I need to think about retirement.”
“Oh no – I’m not sure where to start.”
It can all seem a bit, well, Oh-verwhelming.
But with our help, you’ll have all you need to navigate the Big 5-Oh:
“Oh, that’s what I have to do – now I can start planning and investing.”
“Oh good – I’m now on my way to a secure, comfortable retirement.”
So if you’re soon to reach the Big 5-Oh – or are already there – then this retirement planning guide is for you.
Because Smart retirement planning starts with you – and Janus Henderson.
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