JP Morgan wanted a new marketing campaign to promote their Multi Asset Income Fund (MAIF) targeted at the UK intermediary market. JP Morgan wanted to raise awareness of the fund’s consistent top quartile performance and strong yield, plus how ideal it was as a ready-made risk spreading diversifier for investors’ portfolios. With 1,500 investments across 50 countries it had level of diversity few of the other 500 funds in the IMA’s Mixed Asset sector can match.
Working with agency partner Fundamentals, financial services marketing agency Embrace focused on trying to bring ‘diversity’ to life and the benefits of the consistency that follows. The strategy was also to create a creative campaign platform that was instantly recognisable, memorable and had the longevity to deliver many different key benefits over the course of a two year period.
The ‘more than the sum of its parts’ idea activated the central proposition that consistent performance was based on how JP Morgan actively managed and co-ordinated such a diverse array of investments. The mosaic concept for the creative campaign not only reflected JP Morgan’s premium position, but also captured the unique level of diversity that was the fund’s real differentiator. The idea also had the rare power of great flexibility, with the CGI mosaic patterns being able to be re-arranged and reworked into different images for different media or for different messaging.
The concept was also designed to work equally effectively across online and offline channels.
It is already, one of our most successful multi asset fund campaign case studies and was initially run across press and banner ads, direct mail and brochures. In the first few months of the campaign, the signs are already good: a 45% awareness level with the adviser audience; double the industry average click-throughs from the online advertising; a three-fold increase of traffic to the product landing page and a doubling of market share in a crowded sector.
The campaign is to be continued across advertising cover wraps, portfolio discussion guides, pull-up stands, presentations and other marketing assets.