Engaging an affluent commuting audience with a disruptive investment message during the Christmas and New Year period.
How could we engage an affluent commuting audience with a disruptive investment message during the Christmas and New Year holiday season, before Invesco's competitors started their big push into ISA season?
February and March usually sees a huge increase in advertising spend across the financial services category, driven mainly by the ISA deadline in April. However, the right time to invest is not determined by HM Revenue and Customs and we knew that the savvy investor monitors their portfolio across the year. Invesco Perpetual is an investment house with a long-term culture. We needed to dramatise Invesco Pepetual's long term reputation before their competition launched their annual campaigns.
New Year was a brilliant time to dramatise Invesco Perpetual's reputation for consistent and long term thinking. The execution of the New Year message was in three parts, delivering a build-up 'Here's to 2016' message prior to the New Year, a 'countdown' message on motion sites on New Year's Eve, followed by a 'Happy 2016' message from the 1st Jan. The simple use of large format, iconic digital sites enabled us to seamlessly deliver Invesco Perpetual's message. Our focus was on key rail hubs and Underground stations where we would achieve high footfall and dwell-time.
The results for the campaign have been positive and reinforced the continued 'Patience' strategy across all media, in particular OOH. Off the back of the Christmas/New Year campaign, Invesco is already looking to invest across OOH in 2015.