Print and Digital Campaign
How do you reach new young adult investors and get them on board with Singapore’s first corporate bonds ETF, while still attracting seasoned and savvy investors? This was the task Nikko AM gave us for their new product launch.
With an exciting and attractive product, we knew we had an opportunity not just to bring the product’s benefits to potential young investors – this was a chance to break down some of the stereotypes and mental barriers that young people had towards investing.
METHODS & DELIVERABLES
Storyboarding & Video
Digital media campaign
Research & Conceptualisation
Sparked by the irreverence that young people have, we crafted an integrated campaign to challenge conventional attitudes towards investing while highlighting product benefits.
The young boss of a start-up who also enjoys break-dancing. The young mother working from her home studio. The young man who eschews a car to cycle to work. We formed a tribe of bold yet believable characters that embodied different product benefits. They represented a breakaway from traditional norms, and challenged our target market to take a different perspective to investing.
After all, #whosays investing isn’t for everyone?
The campaign launched with print ads placed in strategic publications that reached more experienced investors, while we brought #whosays to our younger target group via video, digital and social media executions.
Over 6 weeks, the campaign drew over 76,960 new users to Nikko’s site, with over 160,000 page views – a more than 500% increase compared to 6 weeks prior. Visitors to the fund’s page also spent an average of 2 min 37 sec digesting the information there. More than 70% of page traffic came through the campaign ads, with the young executive on his bicycle garnering the most response.
With the fund having met its targets, the launch was a success and we celebrated yet another fruitful collaboration with Nikko AM.
Social Media – Sponsored Instagram Stories
My team and I are deeply appreciative of the tremendous support with the video, print ads, digital banners, brochures and website. The high profile launch added a lot of pressure on the team and we could not have delivered this without you providing us with solid service in a most patient and professional way.Joyce Koh
Head of Marketing, International,
Nikko Asset Management Asia Ltd