We won the Fidelity International account in a competitive pitch in July 2019 with the creative idea that we are now rolling out.
The investment company looks after the long-term investment goals of its customers through a portfolio of passive and actively traded funds.
The opportunity was to build on their successful market performance with a truly ownable brand idea and campaign.
We presented our ‘F-word’ idea to Fidelity in the pitch and were putting the first creative executions into production just a few weeks later.
The idea uses the graphic F symbol from their brand to create a series of different ‘F-words’. Each execution describes a feature or benefit of the brand.
The integrated campaign extends seamlessly across print, film, digital and social.
The roll-out of the brand campaign is still in progress, but the initial results are compelling:
• 14.4% uplift in brand awareness
• 12.4% increase in purchase intent
The campaign has been nominated in four categories at the 2019 MAX Awards. The event recognises excellence in marketing, advertising and sales in the Australian financial services industry. Fingers crossed!