Close Investments
Communicating in volatile markets through an integrated campaign
- Actuarial Profession
- Aviva Investors
- B&CE
- BlueBay Asset Management
- Bramdean Asset Management
- Citi Private Bank
- Close Investments
- Crossbridge Capital
- Development Securities
- Ernst & Young
- IASB
- ING Group
- Jabre Capital Partners
- Lansdowne Partners
- Louis Capital Markets
- Man Group
- Man Investments
- Moore Stephens
- Pensato Capital
- Trafalgar Asset Managers
/ challenge
Close Investments asked Living to design and build a campaign to raise awareness of their impressive proven 12 year track record Escalator Funds to IFAs and third-party Life companies. Not surprisingly, the Escalator Funds are positioned in an extremely crowded market and up against substantial competitor campaigns, so clarity of message was top of the creative agenda.
/ solution
To kick-off the project, we conducted one-to-one phone interviews with a collection of the target audience to understand their perception of the organisation as well as the Escalator funds. This was essential to ensure the accuracy of the campaign messaging, style and tone of voice.
Following our interviews, competitor research and campaign planning, we were in a strong position to prepare ‘to-the-point’ headlines and creative that not only positioned the product in the minds of the IFAs but also raised awareness of Close Investments as an organisation. The campaign's hero headline of 'Stay Close. Stay safe' – cleverly promotes Close Investments and reflects the safe nature of the product.
/ result
The integrated campaign included brochureware, factsheets, sales aids, PowerPoint presentation, and personalised postcards and html emails with a personalised URL (pURL) to a unique microsite. A national advertising campaign also ran in the financial press and Sunday papers.
