Vince Lagana: “A brand’s tone should have the ability to flex across all parts of the business."
Colonial First State (CFS) has released a new B2B campaign - ‘Step Ahead’ - via creative agency It’s Friday.
The campaign is centered around how it feels when an adviser is able to ‘get a step ahead and stay a step ahead’ thanks to all of FirstChoice’s innovations.
In order to help advisers express the benefits of FirstChoice, professional actors were brought in to use all their theatrical skill to bring to life the excitement, passion and sense of empowerment an adviser feels when using the platform.
Adam Parsons, director of adviser marketing at CFS said: "We’ve been working hard to ensure FirstChoice is the most efficient solution for advisers. Our latest enhancements can have a huge impact on an adviser’s business. ‘Step Ahead' has allowed us to highlight the many benefits in a unique, funny, and engaging way."
Pete Bosilkovski, CEO of It’s Friday, said: "It’s a great misconception that B2B advertising needs to be dry or forgettable. It deserves the same energy that is applied to brand to consumer marketing. Advisers are consumers and want to be engaged with just like consumers. So we took the opportunity to unleash CFS FirstChoice’s strong proof points in a highly engaging manner."
Vince Lagana, CCO of It’s Friday,said: “A brand’s tone should have the ability to flex across all parts of the business. But all too often, tone is missing when it comes to B2B. For whatever reason, it just doesn’t get the love other comms do, so it can often end up flat and appearing unconsidered.
"Our challenge was to turn what could have been dry, testimonial-style B2B messaging into something fun, memorable, and motivating. We wanted to entertain financial advisors while still clearly delivering the great benefits of CFS’s award-winning FirstChoice platform.”
The digital campaign is now being served to advisers nationally via LinkedIn and digital financial publications.
Credits:
Client: Colonial First State
Agency: It’s Friday
Production Company: Rabbit
Director: Dan Fletcher
