Campaign

Three Years. Two Funds. One Family

the rundown

We created this timeline, contrasting the fortunes of a family investing in one of the best-performing mutual funds, with a family investing in one of the worse-performing funds. The message is that choosing the right investment can have a big impact on your life - so it's useful to have the right tools at hand to find the best investments.

The Building Blocks

We wanted to communicate the impact that good or bad investment decisions could have on someone's life. Facebook was the best channel to do this because it focuses on life events; and a good or bad investment decision can trigger that. The timeline format allowed us to show a positive scenario side-by-side with a less positive scenario; in effect, the restriction of the medium (i.e. the linear format of the timeline, the focus on life events) shaped our campaign, and we would have struggled to get the same impact without it. The inspiration comes from the 'Drugs Set Your Timeline' Campaign

Geo APIs
Facebook Check-in
Search
Search Ads
Social
Facebook
Web/Apps
Chrome

The Votes

The Details

Agency

rplan Ltd

Targeted Regions

Europe

Marketing Objective

Build Awareness

Launch Date

Nov. 14, 2012

The Team

rplan Ltd rplan.co.uk
Ashley Clacy, Intern
Nick Curry, Director
Rachael Fennel, Marketing Executive
Chris Rado, Marketing Executive

The Stats

0.01 gigabytes of data used
34 total cups of coffee drunk
42 total hours of missed sleep

The Results

Lots of traffic on social media (mainly twitter) & hundreds of impressions so far. A lot of positive feedback from the UK bloggers and some media coverage. When thinking about investments, it can be easy to get carried away with statistics and figures - and forget that good or bad performance have an effect on the individuals or families the investments belong to. This is the first UK campaign made by a financial services company which makes people realise the consequences of bad investment decisions and the impact on their lives so vividly.