Harnessing the Power of Investment for Positive Change
Applicable Industries
- Electrical Grids
- Finance & Insurance
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is abrdn, a global investment company. They were in the process of introducing a new brand strategy and positioning in the UK and various markets worldwide. The company wanted to reframe the perception of investment from being solely about financial return to being a force for positive change. They aimed to simplify their business and provide more ways for people to plan, save, and invest for their future. The company believes in the power of investment to create a better future for individuals, companies, countries, the climate, and ultimately the world.
The Challenge
The challenge was to create a global campaign for abrdn's new brand strategy and positioning in the UK and various markets worldwide. The campaign was to introduce a new brand platform, 'The Power of Investment', which aimed to reframe investment as a force for good and reflect the simplification of the business with more ways to help people plan, save, and invest for their future. The campaign was to build on research findings that more than half of people (54%) believe investing their money can have a positive impact on society. The goal was to change perceptions of investment from a pursuit that is only about financial return, to a power for positive change.
The Solution
The solution was a comprehensive campaign that showcased how positive investments can create a better future for individuals, companies, countries, the climate, and ultimately the world. The campaign went beyond pure financial return, to social return: jobs created, technologies developed, medicines discovered, and solutions unearthed. A 60-second film was created, featuring real-life individuals, Sol and his dad, Ben. The film demonstrated how investment in the field of robotics can lead to advancements in prosthetics technology, allowing someone like Ben to create a fully functioning prosthetic arm for his son. The campaign highlighted that this kind of investment not only improves the future for individuals but also for others, creating a positive ripple of progress that can travel far beyond our individual reach. The campaign was integrated across TV, OOH, radio, press, digital advertising, social, and PR in November 2021.
Operational Impact
Quantitative Benefit
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