Financial Services: LIDA's campaign for iShares

Objectives

Change the way professional investors think about iShares. Persuade them to take ETFs more seriously.

Strategy and targeting

Our audience is a tough nut to crack: very busy, highly cynical, massively competitive and notoriously unresponsive to direct communications. We had to find a way to overcome their natural defences. We worked with their driving instinct: the desire to outperform each other. So we positioned iShares as an investment vehicle brilliantly suited to realising their investment strategy: they supply the great ideas, we supply the perfect vehicle for execution. We developed a sophisticated customer journey, with three key ‘modes’. In ‘Being’ mode, where they’re not at work, mainstream media engaged our audience with provocative messages around iShares and ETFs, as we know that creating a bigger brand feel was a key to success. In ‘Discovery’ mode our audience are actively seeking investment ideas; we use press and online to provide more specific information and proof points about iShares. In ‘Utility’ mode, we help during a busy day of making investment decisions and dealing with clients. Our microsite, core website and office-based channels focus on highly relevant, easily digestible communication that’s well-timed and well-targeted.

Our goal was to overcome investor inertia: they think they’ve ticked the ETF box by using them in a short-term tactical way. Our powers of persuasion had to help them see that there’s much more potential. So the creative challenge was one of reappraisal, with tone of voice absolutely vital: enough intelligence and thoughtful wit to get them to think again, but without falling into the trap of telling them what to do.

Database

Our email selection criteria was to re-engage with existing relationships and put iShares in mind for prospects who’ve not yet engaged with the brand. Our two-stage programme offered the chance for customers to hand-raise their interest and receive valuable research.

Results

Even attracting a single lead can be hugely beneficial for iShares with some ETF ‘orders’ reaching over £100 million. So to engage more than twice the number of people than the previous campaign, especially on a smaller budget, has outperformed all expectations.