Pointed campaign had wide appeal

The campaign by Colonial First State (CFS) to promote its reputation as a leading investment house with specialist capabilities using 'The Investment Specialist Series’ has been named as the Best Advertising Campaign for the 2013 Fund Manager of the Year awards.

Pitched directly to financial planners and advisers, the campaign used print and digital advertising in conjunction with a dedicated website featuring interviews with the specialist investment managers that CFS aimed to promote. The campaign promoted fund managers’ investment experience, market views and insights using all three methods, with advisers also able to view tutorials and tools showing them how to access and use CFS funds. 

CFS felt that its reputation with advisers as a leading investment house had declined, and that advisers also wanted greater insight into who managed CFS funds and what investment processes were in use. 

CFS saw its correct brand attribution increase from 53 per cent to 78 per cent from May to October 2012 - and advisers’ positive opinions also jumped from 65 per cent to 74 per cent in the same period. 

CFS believes it was the “pointed” nature of the campaign that led to the increases - despite the company having a reduced share of trade advertising. It posted fifth or lower for share-of-voice among its competitive set, which included Legg Mason, Challenger, Fidelity, Macquarie and MLC. 

For finalist BT Financial Group, a need to overcome the belief among some in the market that BT was not the brand for consumers was behind its 'Prepare for the Best’ campaign designed to lift awareness of its offerings beyond investments. 

The aim of the campaign was to increase consumer perceptions that BT was accessible and knowledgeable in superannuation, insurance, financial advice and investments. The BT campaign demonstrated that future financial well-being relied on appropriate preparation in the present, and that the company offered the necessary expertise. 

As a consumer campaign, multiple channels were used. Three TV commercials broadcast on free-to-air and subscription services, with a tie-in to Masterchef Professionals’ broadcasts and online. 

Print, outdoor and digital advertising - with the 'Prepare for the Best’ tag-line - tied into a new BT website. It also launched social media channels, while a $200,000 public relations push highlighted that the BT Financial Health Index generated more than $1 million in media coverage in national media. 

Other results for the campaign, which launched in late January this year included a spontaneous brand awareness increase from 6 per cent to 10 per cent. Total awareness increased from 40 per cent to 44 per cent, and brand consideration increased from 18 per cent to 20 per cent for the two months ending March 31.