The campaign, created by uberbrand, leaves viewers with the thought “the future is worth investing in".
uberbrand has unveiled a new brand positioning and creative campaign for leading independent, global investment management business, Pendal Group (formerly BT Investment Management).
It has enlisted the support of actor David Wenham, alongside several professional financial advisors, to share stories on the importance of investing in the future.
Having won the pitch for Pendal in June 2019, uberbrand developed a strategy for Pendal designed not only to convey the company’s financial expertise, but to reinvigorate a sense of purpose and pride among professional financial advisors through the positive and profound effect they can have on their customers’ lives.
In the campaign hero video, actor David Wenham talks about the passage of time and how the decisions people make each day shape their future paths.
Cutting to scenes of individuals going about their morning routines and getting ready to leave their homes, David is finally joined by each of these real-world professional financial advisors, as together they leave viewers with the closing thought that, “the future is worth investing in".
The campaign launches with a full length, 30 and 15 second edit of the hero video, alongside six videos with individual professional financial advisors.
“This work goes far beyond raising brand awareness with a key market, it gives us an entirely new platform and sense of purpose with which to engage our staff and customers for a long time to come," Pendal Australia head of marketing David Higgins says.
"The deep insights and understanding of our business delivered by uberbrand, along with the need to engage with our audiences on an emotional level, have been central to the campaign’s development and we’re looking forward to seeing the fruits of our work together unfold.”
In each of the six pieces to camera, the advisors recount personal experiences that illustrate the ways in which their relationships with their customers extends far beyond balance sheets, with each ending with the pledge, “I’m invested”.
All videos will be hosted on a dedicated microsite, as well as being shared and retargeted across social medium platforms including Facebook, LinkedIn and YouTube.
The media campaign will also encompass targeted and relevant media outlets specifically focussed on the financial services sector, with print, digital and video assets appearing with Financial Standard, Money & Life Magazine and Money Management.
Over the course the digital campaign, retargeting will ensure carefully defined audiences are exposed to the maximum number of different video executions.
The #invested hashtag will also be deployed among all Pendal staff with the invitation to share their own stories of why each of them are “invested” in a better future.
The new brand positioning will continue to be embedded across the Pendal business, to inform ongoing internal and external communications across customer comms and staff engagement, with the initial campaign in market initially for eight months.
“No one can argue that the financial services sector has been through a deservedly difficult time recently, but that shouldn’t take away from the life-changing work and personal support provided every day by thousands of dedicated and personally invested financial advisors all over Australia," uberbrand CEO Dan Ratner says.
"The aim of the campaign is to remind everyone in this profession that what they do is about more than money, it’s about investment on a human level that touches and changes the lives of people in often extraordinary ways.”
Credits
Pendal
Head of Marketing: David Higgins
uberbrand
Strategic Director: Dan Ratner
Creative Director: Jess Page
Client Partner: David Leiton
Engine Room Productions
Managing Director: Adrian Hyde
Director: Damien Cassar
Producer: Tim Martin
DOP: Sam Phibbs
Editor and Colourist: Tristan Beacroft
Sound Design & Mix: Matt Sladen
