Challenge
The houses and funds that IFAs rely upon can become their regular go-tos. We needed these busy professionals to question their past decisions, and consider a different future.
Solution
To do so, we presented Invesco as an investment house with a strong heritage, but also something truly new to offer. This ‘tradition with a twist’ idea was headlined “Times Change” to disrupt IFAs from their regular behaviour. The reliable face of Invesco was shown through a series of Old Master’s oil paintings. Its disruptions to investing were shown as modern twists within the paintings themselves. A blue-tooth headphone within a Vermeer made it, “Girl With A Pearl Earbud”. Something well-known and reliable, with a twist from the future. Tradition meets tomorrow. Supporting copy and longer-form video content delves into the reasons for IFAs to work together with Invesco, to achieve better outcomes. With the investment world so reliant on established conventions, this campaign is designed to appeal to a new generation of IFAs who believe the old ways should be questioned – and that new strategies and technologies must be embraced to find smarter ways to stay ahead of the market. To support the brand push, we also created fund-specific executions. For sustainable investing, wind turbines were added to a bucolic Gainsborough landscape. For factor investing, which considers underlying market forces, we added a virtual reality headset to a Van Dyck portrait to help investors see new opportunities. And for exchange-traded funds, we represented how such products track the market with a smartwatch added to the wrist of a classic Bouguereau ingénue. The campaign includes executions across press, digital display, web content and out-of-home, and is running across the UK, Germany, Italy, France, Switzerland, Spain, Benelux, Scandinavia and the Middle East.
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