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CATEGORY 22:
Grand Prix: Campaign of the year
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 major underground stations in
has seen its overall share of the market the City.
decrease to 35 per cent. It therefore wanted In Germany, ad scooters
to relaunch iShares back into the market and giant poster sites were in
and achieve a number of objectives; to operation in both Frankfurt
exceed a target of $20 billion assets under and Munich. iShares was also the first A specially designed DM campaign was
management, to re-establish iShares as the brand to dominate one particular also rolled out. This used UV light which
leader in ETFs and to increase overall Frankfurt underground station. Meanwhile encouraged the audience to find a hidden
market share. maxi sites in Italy including the Via message within the pack that promoted
A pan-European campaign, spanning Manzoni in the heart of Milan. The design the iShares ETF offering. This went to the
markets in the UK, Germany, Italy, France, had to conform and be approved by the target audience in all six European
Switzerland and the Netherlands, was Milanese authorities for look and feel to markets, and drove further traffic to the
devised. The first step was to talk to iShares’ ensure it fitted with advertising standards microsite.
sales teams, to understand their top in this location The campaign achieved all of its
prospect institutions by market. From there Ads were also run in major financial objectives across all markets. The target of
10 institutions per country were identified. publications and newsletters across all $20 billion assets under management was
The commuter route to each office was six markets. achieved; in fact exceeded at $24 billion –
then scrutinised – i.e. from London Bridge As well as above-the-line media, an 20 per cent over target. Based on the trend
to Blackrock Asset Management – to online campaign saw a plethora of before the activity took place $6.5 billion
establish touchpoints for communication. targeting techniques used, such as above 38 per cent above where they would
These included the ‘A-frame boards’ used contextual targeting around ETF editorial, have finish had the activity not taken place.
by City AM distributors, phone boxes behavioral targeting of people who had Rick Andrews, head of marketing at
outside Goldman Sachs, selected coffee visited the website and the placing of iShares, said “This was an incredible feat
shops and bus ‘T-sides’. Where an existing banner ads on high traffic financial sites. A for a media spend of only £3 million across
out-of-home opportunity was not available, microsite was also built as the destination six markets. That is why we believe that
they were created – for example by parking for all calls to action. this entry deserves to win the award.”
ad-vans outside JP Morgan and doing
stunts outside offices.
In the UK, collateral was placed at
landmark sites in London’s busiest railway
stations – including Cannon Street,
Fenchurch Street, Liverpool Street,
London Bridge and Waterloo – at ticket
gateways on the underground throughout
the Square Mile and on escalator runs in
iShares ‘Twins’ PR stunt
B2B Marketing Awards 2009 -
www.b2bmarketingawards.co.uk
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