Fidelity’s new ad gets investors prepared for ‘When the day comes’
Investment service company Fidelity International has launched a digitally-focused brand campaign entitled ‘When the Day Comes’.
‘When the Day Comes’ marks the first time Fidelity International has rolled out a digitally-focused regional campaign. The campaign has rolled out in Taiwan and Hong Kong from March 29 2017 and Apri 24l 2017, followed by Korea and Singapore. The videos will run in key online channels and social media such as Facebook and YouTube throughout the year. Fidelity International will also partner with key opinion leaders to engage with the community. In Taiwan, the videos attracted over one million views in the first two weeks of the campaign, which proves how well they connect with people.
The campaign includes testimonial videos featuring investors who are preparing for – or facing – one of life’s key milestones such as planning for retirement, having a baby or sending their children abroad for further education.
In addition to the testimonial videos, the campaign also includes Q&A videos in which the customers pose questions about investing to Fidelity International’s experts. The videos feature local investors from each market.
Amanda Tibbett, Head of Marketing, Asia Pacific, Fidelity International, said, “Based on our research findings, retirement, education and a family’s well-being are the three most common investment motivations for Asian fund investors. No one is looking to buy an investment product; people are looking for solutions to support their life aspirations. The campaign focuses on the expertise and solutions Fidelity International can offer clients to help them achieve their goals.”
“Digital communications are at the centre of our campaign. The video campaign was created for online and mobile channels as part of Fidelity International’s digital marketing strategy. Engaging content is critical and we believe genuine real-life stories are the best way to resonate with local investors,” Ms Tibbett added.
The campaign has three testimonial videos featuring real investors sharing their life aspirations. Each video captures two to three families’ plans and needs on how to make that day happen. The campaign follows Fidelity International’s first regional brand campaign – Let’s Get There Together – in second half of 2016.
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