Marketing Campaign

^MULTIMEDIA

Tasked with creating a multimedia marketing campaign to build brand equity, whilst at the same time have the flexibility to be a sales activation tool across all of Hargreaves Lansdowns (HL) services. The business had taken the decision to evaluate the potential of targeted digital TV advertising which was the starting point of the creative, although the campaign covered digital online, social media, static and digital outdoor, print in the form of ads and editorials.

Leading the creative team we established collaborative ways of working with external agencies and teams to ensure HL had the correct skill sets and experience to make the campaign a success.

The desire was to create longevity for the campaign, requiring it to build equity in the brand and activate sales in the short term. We deep dived into HL’s brand documentation whilst also looking at the current climate within the financial sector, which was perceived negatively as it was still feeling the effects of the banking crisis.

'Switch Your Money ON’ evolved from HL’s brand purpose “Empower people to save and invest with confidence” switch your money on is the creative expression of that purpose. It serves as both a reassurance to existing clients and a promise for future clients. It was also a positive light in a predominantly negative financial market, that challenged the ideas of “Banks are the best place to hold money” and “Investing isn’t for me”.

Put simply, Switch Your Money ON, is a tagline. It is a expression of what HL does as a company and how they want people to feel when they interact with them. A tagline had the potential to give the campaign the longevity HL was looking for and the flexibility to dial-up and dial-down the prominence across future projects.

We creating the ON light to visibly convey positivity and the notion of activating a change. This allowed the tagline to be a single message only supported by the HL logo.

For our motion media, specifically TV it was important that we showed opportunity and positivity, Three scenarios were created, that showed how HL clients had previously spent their investments. Following the same principals as the ON light we created a neon world that allowed HL clients to switch on the futures or the futures of their families.

The scenarios allowed us to divide the creative, giving us shorter clips and variety for use across other digital medias including social.

Finally we created a sound indent that would be linked to the action of the ON light coming on. They are always played at the same time, although its main purpose was to allow HL to introduce Switch your money ON to a targeted radio audience.

The result was a campaign that has begun to integrate itself into the brand of HL and saw positive an increase in rand equity in research led by HL as well as data from Kantar, as well as an increase in interactions with the businesses ISA service.