The Brief

For two consecutive years, we were briefed develop fresh thought leadership content to support media activity for Financial Planning Week.

The Work

The Live the Dream research explores perceptions on success and living the dream. The study discovered there are four distinct personality types based on a person’s ability to dream and act on their plans – the Daydreamer (32%), Go-Getter (33%), Cruiser (19%), and Builder (16%). 2,635 Australians of working age participated in the study, which gathered statistically robust samples for each state/territory to resource financial planners operating locally.

“The research was a key element behind the success of our campaign. The insights generated were thought-provoking and relatable, and helped us secure some positive and wide-reaching TV, print, online and radio coverage in top-tier media.”

Results & Deliveries

The campaign assets – a visualised report, digital infographic, and shareable web quiz – were supported by commentary from McCrindle spokesperson Sophie Renton and assisted in generating national news headlines. Filtered Media won the 2017 CommsCon Awards for the best use of research/insights using the media assets delivered by McCrindle for the Dare to Dream campaign.