The Challenge:
To promote the Ecclesiastical High Interest Fund (HIF) to an
IFA audience. The fund is a consistent performer, winning the 2010
Lipper Award for best fund for 3, 5 & 10 years. The campaign
was conducted in an intensely competitive market during a market
downturn.
HIF Fund Launch
IMPACT IN A COMPETITIVE MARKET
What we did:
We needed to establish a high impact start to the campaign to
ensure that the busy IFA's locked into the launch as soon as
possible. We used coverwraps in the leading industry publications,
allowing the message to stand out by being very different to the
usual big brand advertisers who traditionally use them. We followed
up with full pages in a wider range of IFA titles as well as having
a strong presence across a range of IFA targeted online sites
serving over 1.4million impressions over a 2-month period.
The result:
The HIF launch was a great success for the client, with a high
take-up of the fund and increased
awareness of the Ecclesiastical brand. The online campaign
response was fully monitored with weekly reports and excellent CTR
and low CPC's were achieved.