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Follow The Green Line

Follow The Green Line | Fidelity Investments | Media Contacts
basics
Industry: Financial & Legal services
Media:Promotion & Event
Market:United States
Style: Minimalism
credit
Brand:
Agency:
Account Supervisor:
Other credit:Senior Vice President: Shea Kelly
Media Planning Supervisor: Femaris Peña
Media Planner: Samuel May
Assistant Media Planner: Megan Conlin
Senior Vice President: Tracey Reiner
National Broadcast Supervisor: Tracy Nesbit
National Broadcast Buyer: Sarah Buckley
National Broadcast Assistant Buyer: Allison Beatrice
Media Supervisor: Michele Szobosiak, Alexandra Butmi
Media Planner/Buyer: Samuel Burke, Kellie O’Conner
descriptioncnen
Results and Effectiveness:
We challenged conventional standards for both the financial services category and how traditional “mass” media supports a brand launch by showing consumers how to follow (and trust) Fidelity. We restored consumer confidence by bringing Fidelity’s easy-to-follow Green Line to life: · Fidelity had the highest unaided advertising awareness in the category · Unaided consideration and brand preference exceeded competitors +10 points · Satisfaction with Fidelity’s investment guidance scored a 138% lift! From 2009-2010: · There was a significant increase in the perception that “Fidelity was a financial partner that could help customers reach their goals.” · A double-digit increase in customer retention and account growth
Creative Execution:
A radical shift from traditional messaging that focused on the philosophies of investment now showed consumers following the disciplined advice given by Fidelity. “Turn Here” captured the way Fidelity worked to create specific plans for each customer. TV: Green Line enhancements leveraged the “turning point” in sports relevant to our target NFL: Dissected/diagramed complex football plays into easy-to-understand game tactics PGA (golf): Forecasted the slope of golfer’s putts Tennis: Captured speed and direction of serves MLB (baseball) Playoffs: Tracked pitches and hits Olympics: GPS in Olympic Hockey and resort guides across the US tied to consumers’ skiing affinity Print In several media-firsts, the Green Line became/navigated through Table of Contents (The Week), a museum guide (Smithsonian) and a golf caddy (Golf Magazine) Online Media-first custom skin on Golf.com; virtual GPS through picture gallery OOH Travel guide across stairways and escalators at airports; actual GPS on golf carts nationwide
Insights, Strategy and the Idea:
Nobody predicted the scope of the 2007-2008 financial collapse. Americans lost $3 trillion and Fidelity Investments felt the impact; customers panicked and took money out of Fidelity and their competitors. Investors wanted personalized guidance but only 25% felt Fidelity offered it. In reality, Fidelity customers have access to a licensed advisor 24/7, free of charge. Our challenge was to spread the message that Fidelity offered the personalized guidance customers wanted in a way that transcended the category norm and straddled the economic crisis and eventual recovery. Convention dictates that a leading financial services company, in the midst of economic turmoil with a depleted ad budget shouldn’t launch a new campaign, but Fidelity saw an opportunity: Turning their iconic “Green Line” into a problem-solving financial GPS to ease consumer concerns by giving directions and acting as their financial guide, getting consumers to their final destination – even if their path changed along the way.
awards
Cannes Lions International Festival of Creativity 2011
Gold Media
Best Integrated Campaign
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