Costello Mailing

Background

In 2007, the Australian Federal government announced some unique superannuation, tax and age pension laws which would change the way Australians had traditionally saved for retirement. The sheer volume of the changes and the accompanying transitional arrangements were quite confusing. For some people, the changes created some ‘once in a lifetime’ opportunities to be taken advantage of. However, market research indicated that pre-retirees were unsure what to do and found the changes complex. ClearView wanted to mail a select target with the aim of helping them understand this legislation. The marketing challenge was to drive pre–retirees to call ClearView to request a copy of their book ‘A clearer view of the proposed changes to super’, and/or book an appointment with a ClearView financial adviser.