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CATEGORY 17:
Sponsored by
Best international campaign
WINNER: iShares
AGENCY: LEO BURNETT GROUP CAMPAIGN: ‘NOT ALL ETFS ARE CREATED EQUAL’
I
Shares is a subsidiary of Barclays Global
Investment and the first company to sell
exchange trade funds (ETFs) in Europe.
However in recent years a number of other
European financial institutions have
launched their own ETFs, which has led to
the ETF market becoming quite confused,
particularly when looking at it from the
investors view point.
As a result of these new entries, iShares
has seen its overall share of the market
decrease to 35 per cent. It therefore wanted
to relaunch iShares back into the market
and achieve a number of objectives; to
exceed a target of $20 billion assets under
management, to re-establish iShares as the
leader in ETFs and to increase overall
market share.
A pan-European campaign, spanning
markets in the UK, Germany, Italy, France,
Switzerland and the Netherlands, was
devised. The first step was to talk to
iShares’ sales teams, to understand their
top prospect institutions by market. From Key institutions within each country were identified as part of this pan-European campaign
there 10 institutions per country were
to Blackrock Asset Management – to targeting of people who had visited the
identified.
establish touchpoints for communication. website and the placing of banner ads on
The commuter route to each office was
These included the ‘A-frame boards’ used high traffic financial sites. A microsite was
then scrutinised – i.e. from London Bridge
by City AM distributors, phone boxes also built as the destination for all calls to
outside Goldman Sachs, selected coffee action.
shops and bus ‘T-sides’. Where an existing A specially designed DM campaign was
out-of-home opportunity was not available, also rolled out. This used UV light which
they were created – for example by parking encouraged the audience to find a hidden
ad-vans outside JP Morgan and doing message within the pack that promoted the
stunts outside offices. iShares ETF offering. This went to the
In the UK, collateral was placed at target audience in all six European
landmark sites in London’s busiest railway markets, and drove further traffic to the
stations – including Cannon Street, microsite.
Fenchurch Street, Liverpool Street, London The campaign achieved all of its
Bridge and Waterloo – at ticket gateways on objectives across all markets. The target of
the underground throughout the Square $20 billion assets under management was
Mile and on escalator runs in major achieved; in fact exceeded at $24 billion –
underground stations in the City. 20 per cent over target. Based on the trend
In Germany, ad scooters and giant before the activity took place $6.5 billion
poster sites were in operation in both above 38 per cent above where they would
Frankfurt and Munich. iShares was also the have finish had the activity not taken place.
first brand to dominate one particular Rick Andrews, head of marketing at
Frankfurt underground station. Meanwhile iShares, said “This was an incredible feat
maxi sites in Italy including the Via for a media spend of only £3 million across
Manzoni in the heart of Milan. The design six markets. That is why we believe that
had to conform and be approved by the this entry deserves to win the award.”
Milanese authorities for look and feel to
ensure it fitted with advertising standards in
this location
Ads were also run in major financial
publications and newsletters across all six
markets.
As well as above-the-line media, an
online campaign saw a plethora of targeting
techniques used, such as contextual
targeting around ETF editorial, behavioral
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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