The Road to Retirement campaign sought to educate Telstra Super members on how to best to maximise their retirement via a microsite, eDM and direct mail-out. This varied depending on age, so part of the challenge was to allow for the differing scenarios of each Telstra Super member when considering their retirement.
We used a vehicle as the vehicle - delivering the relevant content to the reader in a fun, engaging and relevant way. Each vehicle, its environment and the specific content changes depending on the age of the user, so no matter where you are in life this campaign ensures your road to retirement will be smooth and bump free.
The response rates for this project were excellent and two years later the site is still going strong, as more Telstra members cruise the retirement highway.