Fidelity wanted to position themselves as leaders in multi-asset class investment in Asian markets, especially in Hong Kong and Singapore. In a very crowded market, they were seeking a creative and differentiating advertising campaign, that would align with their brand and their distinctive illustration style, and give them strong cut through in the market.
After researching the attributes of their offering and carefully considering cultural differences...read more
After researching the attributes of their offering and carefully considering cultural differences, we found that the repeated strong performance and consistency of their offering were the most salient attributes for the local Asian markets. From this strategic insight we developed the concept of ‘Time and time again’ which we brought to life with a metronome, illustrated with building blocks to represent the many assets that make up the Fidelity Multi Assets Income Fund. The concept was also evolved into a second phase using a new illustration to demonstrate ‘building consistent income’. The campaign is running successfully in Asian markets, in English and Chinese, across bus sides, billboards, press and digital.
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