Ad Campaign Of The Year is awarded to the most innovative and attention-grabbing advertising effort by a fund industry player.
Janus Henderson Investors – “Your lens determines your perspective”
Janus Henderson Investors combined thought leadership and advertising to promote the newly merged firm and a new slogan: “Knowledge. Shared.”
The campaign included print, digital, social and direct mail elements to tap into three popular investment themes: home bias, the search for yield, and non-core bond strategies.
Each ad ran with the tagline, “Your lens determines your perspective. Broaden your exposure.”
Thee ads’ primary visual – a zoom-lens camera — zeroed-in on international landmarks with a wireframe design – an image Henderson used in the past.
The firm developed the creative with ad agency Gravity.
The paid media placements resulted in almost nine million impressions. Digital units through the Investing Channel averaged a click-through rate of 0.3%.
Janus Henderson also sent email communication to existing clients and tapped emerging technology to send physical mailers with video ads embedded.
A social media campaign, with a focus on sponsored LinkedIn posts, and a webinar accompanied the push.
John Hancock Investments – “Discover our different approach”
John Hancock Investments ran an ad campaign throughout 2017 to promote its manager-of-managers business model along with its smart-beta exchange-traded funds.
The campaign reached more than 280,000 financial advisers and registered investment advisers — 76% of the total population — and TV ads were seen one to two times per week, on average. The ads emphasize three main messages: the vetting process employed to ensure its strategies match investor needs; the firm’s commitment to picking the best managers or each strategy; and the proven factors underpinning its multi-factor ETFs.
Each ad ran with the tagline, “A different approach makes all the difference.”
Hancock developed the campaign with ad agency Hill Holliday.
Advisers exposed to the TV ads told the firm they were more likely to include its products in their portfolios and rely on Hancock for thought leadership. They also said they’re more likely to consider investing in Hancock ETFs.
The campaign’s landing page also hosted thought leadership, videos on its selection process and a list of its subadvisers.
Investors visiting the page viewed the videos more than nine million times since the campaign launched, with an average completion rate of 76%. The microsite racked up 125,000 visits.
A paid social media component of the campaign resulted in 97,000 views and more than 362,000 impressions of commercials across LinkedIn, Twitter and Facebook.
MassMutual – “The Unsung”
MassMutual unveiled a new brand in May designed to connect the firm and its offerings with human desire to protect their loved ones.
It did this with two video series: “Live Mutual,” launched in May, highlighted families helping each other; and “The Unsung,” depicted positive stories of strangers helping each other.
In one scene, motorcyclists accompanied a child who had been bullied to school, with a choir singing The Pretenders classic hit, “I’ll Stand by You,” in the background.
The Unsung campaign used the tagline, “Our
world is full of people looking out for each other. Live mutual.”
The December ads ran on TNT and TBS during “The Wizard of Oz” and “The Christmas Story” marathons. They continue to air today, and ran nationally prior to the Super Bowl, as well as during this year’s Winter Olympics.
The campaign yielded a 12% increase in positive sentiment towards the brand thus far.
OppenheimerFunds – “Challenge The Index”
OppenheimerFunds’ “Challenge The Index” campaign is a multifaceted is a multi-faceted print and digital effort.
Launched in April, the campaign included a month-long street exhibit at 67 Wall Street, which drew on images of New York City in the 1950s and scenes from the wilderness.
Taglines such as “Opportunities can be found in the wildest places,” and “Invest in a middle class that’s charging forward,” accompanied the imagery, as did a plug for specific funds.
The ads, developed with McCann, ran across The Wall Street Journal, The Washington Post, Investment News and Morningstar.
The result was a 32% uptick in adviser intentions to use OppenheimerFunds’ products, the firm reported. The initiative also drove approximately 81% of all traffic to the firm’s product pages.
State Street Global Advisors – “Every little bip counts”
State Street Global Advisors rolled out an ad campaign in November to highlight its low-cost SPDR Portfolio ETFs.
SSGA tapped McCann to develop the ads, which dialed into issues investors care about most, such as children and retirement. Each ad has the tagline “Every little bip counts” to connect saving money on fees with the reasons investors save.
Digital and print ads are still running in The Wall Street Journal, The Financial Times and financial trade publications. The ads are also broadcasted in elevators in major cities across the United States.
Since the campaign launched, $9.85bn flowed into these funds.