Category: Best Use of Integrated Media
Advertiser: OPPENHEIMERFUNDS
Product/Service: MUTUAL FUNDS
Agency: EURO RSCG WORLDWIDE
Media Agency: MPGMC, New York, USA
Vice President Account Director: Nelson Leung (MPG)
Evp Gad: Bonnie Barest (MPG)
Account Director: Rafael Pocasangre (Media Contacts)
Supervisor: Kallana Warner (Media Contacts)
Planner: Josh King (Media Contacts)
Managing Director: Greg James (Cake)
Strategy: Billy Linker (Cake)
Strategy: Juliana Young (Cake)
Associate Director: Andrew Hoffman (Mobext)
Mobile Specialist: Danny Englander (Mobext)
Mobile Planner: Emily Chen (Mobext)
Account Director: Tatiana Sochurek (Euro Rscg)
Svp/Brand/Integrated Marketing: Phillip Parrotta (Oppenheimerfunds)
Avp/Brand Marketing: Kirti Srikant (Oppenheimerfunds)
Media placement: Paid Search - Yahoo/Bing/Google - 1/1/2011
Media placement: Social Media - Twitter, Seeking Alpha, LinkedIn, Pheedo - 2/28/2011
Media placement: Digital - Vibrant, National Geographic, Yahoo, Martini Media, Adnetik, CNBC, MSNBC, Collective,HuffingtonPost - 3/28/2011
Media placement: Digital - Forbes, Hulu, Daily Worth, The New Yorker, Reuters, Investmentnews.com, Barrons.com, Bloomberg - 3/28/2011
Media placement: Digital - Economist, CNNMoney, New York Times, Fund Fire, Institutional Investor - 3/28/2011
Media placement: Mobile - WSJ, Barron's, Marketwatch, Economist, Bloomberg BusinessWeek - 2/14/2011
Media placement: IPad - Barron's, Bloomberg, CNNMoney, CNBC - 3/28/2011
Media placement: Newspaper - WSJ, IBD, NYT, Financial Times, Barron's - 2/1/2011
Media placement: CableTV - Bloomberg - 2/1/2011
Media placement: OOH - Captivate - 2/1/2011
Insights, Strategy & the Idea
OppenheimerFunds’ (OFI) global campaign needed a boost.
When the economy tanked, so did investors’ confidence. They lost faith in OFI and moved their funds to more conservative investments, which was a double blow since these investors are OFI's sole route to market.
During the period of upheaval, investors were armed with investment misinformation from publications, online sources and celebrity 'experts'.
When asked who had expertise in the space, 79% of advisors named Franklin Templeton, 57% BlackRock, 46% OFI. With only an 8% share-of-voice, OFI was outspent.
Qualitative research showed advisors knew global/international investing was a good idea, but knowledge was not leading to action. Our challenge: inspire advisors to rethink the category, incite them to take action, and increase allocations in global/international funds over 11%, the national average.
A heavy digital plan got the relatively quiet brand on advisors’ radar by reaching advisors where they look for information and do business.
Creative Execution
'Globalise Your Thinking' leveraged OFI’s unique POV on international investing, positioned advisors as thinking advocates, showcased expertise, and built the case for globalized portfolios through a massive 'feel big' presence in multi-media placements.
The digitally integrated campaign reached advisors where they sought financial information and worked:
Digital
• Quizzes: “How big is emerging markets’ debt?”, etc.
• QR codes for additional content/interaction
• Access to information affecting investment decisions (white papers, market trend/performance reports)
• Translated hard-to-understand concepts into digestible information via Twitter, YouTube
• Microsite provided mobile-friendly content, tools
Showcase Leadership
• Presence in major properties (The Economist, Fortune, Dow Jones)
• Sponsored multiple Bloomberg international events:
- OFI expert panelists
- Videos and PDFs extended life online
Print/digital
Fortune’s Global 500, The Economist Year in 2012, Pensions & Investments, Investment News, Financial Planning, MorningStar, Financial Advisor
OOH
Elevator TV placements with searchable keywords; content rotation pushed out 'news' aligned to keywords
Search
Targeting beyond niche trade audiences; queries directed to OFI
Results and Effectiveness
With advisors aware of the campaign, we increased:
• Perceptions 72%
• Unaided awareness 150%
• Familiarity 81%
• 75% likely to recommend OFI products
Digital engagement:
• 500,000+ visits to globalizeyourthinking.com
• 6:40/average visit, 3 minutes longer than goal, doubling average at OFI.com
• CTR 42% higher than Google’s benchmark
• Digital banners performed 24% stronger than DART's benchmarks
• 4,300+ QR downloads
Increased sales YTD 34%
• 2x category growth, at 18%
• OFI surpassed goal of $28B by $1.1B
- Sales at $24.8B as of September 2011, bringing full-year sales forecast to $29.1B
- Average sales + 82% amongst advisors aware of campaign, +39% than those unaware