Better Futures made possible by our Investment Expertise

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1 Better Futures made possible by our Investment Expertise The Asia Pacific regional Brand Campaign launched on Monday, 4 July This is the first time Fidelity has conducted a consistent brand campaign across our multiple markets - an important milestone in our global effort to improve the understanding of Fidelity's brand and our investment expertise in the broader market. "We are the first region to actively take the global brand program to the external market and I am very pleased that we have been able to work together so effectively as a region to adopt this consistent and strong message, " said Amanda Tibbett, Head of Marketing, Asia Pacific ex-japan. Our brand promise 'Together, we build a better future' and our positioning 'We are investment experts' are the key planks of this regional campaign. The campaign was developed based on extensive client research and focuses on the optimistic 'better futures' Fidelity has created for our clients. The campaign is supported by a comprehensive landing page which explains Fidelity's investment expertise in more detail. The campaign will run across all our markets for 3 to 4 months and then remain as a foundation story in our advertising programs for the next few years. A regional town hall will be held to give colleagues an in-depth look at the work behind the new brand campaign (including research), its media plan, and next steps for the Marketing team. Here are some highlights of what you can expect from the town hall: The research While the Marketing team had a strong direction from our brand promise and positioning, they wanted to make sure that the campaign resonated with customers. So they adopted a very strong 'voice of the customer' approach to the campaign creative. There were five important steps followed: 1. Territories research 2. Sentiment research 3. Creative research 4. Campaign refinement 5. Final work To understand the response or measure the perception of the campaign, it will be the subject of two research programs this year, including our annual brand health survey in October.

2 Creative direction There are five executions (ads) in the campaign. Each one is based on the realisation of a better future. The campaign treatment uses a Polaroid photo as its main creative device. Our customers are holding a photo of their future which has been made possible by Fidelity. The five 'futures' we are starting with at launch are: 1. Saving for my child's education In this ad, the customer discusses that fact that he can now pay for a better education for his daughter 2. Planning for my child's future - In this ad, the customer discusses the fact that he can look to the future for his daughter with more confidence 3. Starting a business In this ad, the customer discusses the fact that she can leave her old job and start a business 4. Starting again In this ad, the customer the fact that she can go back to university and study 5. Pursuing a passion In this ad, the customer discusses the fact that he can realise a passion of cycling around the world

3 Linking 'Better Futures' to investment expertise The campaign headlines all explain that these futures were made possible by Fidelity's investment expertise, but to show how our expertise is different, readers are directed to a landing page created in 4 different languages: A call to action at the end of the landing page takes investors to the product pages of our various country web sites. Where you can find our ads The campaign will launch in Taiwan and Singapore on 4 July, Hong Kong and Korea on 11 July and in Australia in mid-august. The campaign is predominantly featured in outdoor sites (MTR stations, buses, taxis) as this remains a very impactful advertising medium in our markets. There is also a strong digital presence for the campaign in all markets. Here are some examples of how the campaign will be featured:

4 In Taiwan:

5 In Singapore:

6 In Hong Kong:

7 For more information/feedback about the new brand campaign, please contact the Regional Insights team: Cynthia Lin and Winnie Yu Important Information The content of this material is intended to be viewed for informational purposes only and cannot be construed as an offer or solicitation to purchase any investment fund or product of Fidelity, or an offer or solicitation to engage the investment management services of Fidelity. This material may not be circulated or reproduced without the written consent of Fidelity. This material contains general information only. It is not an invitation to subscribe for shares in a fund nor is it to be construed as an offer to buy or sell any financial instruments. The information contained in this material is only accurate on the date such information is published on this material. Opinions or forecasts contained herein are subject to change without prior notice. Fidelity is not authorised to manage or distribute investment funds or products in, or to provide investment management or advisory services to persons resident in, the mainland China. FIL Limited and its subsidiaries are commonly referred to as Fidelity or Fidelity International. Fidelity, Fidelity International, the Fidelity International logo and F symbol are trademarks of FIL Limited." CM A