LITTLE BLUE PILL by Leo Burnett Toronto for Invesco

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LITTLE BLUE PILL

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Canada
Agency Leo Burnett Toronto
Creative Director Shirley Ward-Taggart, Judy John
Art Director Sam Cerullo
Copywriter Len Preskow, Dave Delibato, Andrew Chisholm
Designer Lisa Greenberg, Scott Leder, Tracy Ma
Released September 2010

Credits & Description

Category: Financial Products & Services
Advertiser: INVESCO
Product/Service: INTACTIVE
Agency: LEO BURNETT TORONTO
Date of First Appearance: Sep 16 2010
Entrant Company: LEO BURNETT TORONTO, CANADA
Chief Creative Officer: Judy John (Leo Burnett)
Creative Director: Judy John (Leo Burnett)
Creative Director: Lisa Greenberg (Leo Burnett)
Group Creative Director: Sam Cerullo (Leo Burnett)
Group Creative Director: Ian Kay (Arc Worldwide)
Copywriter: Dave Delibato (Leo Burnett)
Copywriter: Andrew Chisholm (Leo Burnett)
Copywriter: Len Preskow (Arc Worldwide)
Art Director: Sam Cerullo (Leo Burnett)
Designer: Lisa Greenberg (Leo Burnett)
Designer: Scott Leder (Leo Burnett)
Designer: Tracy Ma (Leo Burnett)
Digital Designer: Michael Morton (Arc Worldwide)
Print Producer: Anne Peck (Leo Burnett)
Art Buyer: Leila Courey (Leo Burnett)
Art Buyer: Donna Wilding (Leo Burnett)
Planner: Brent Nelsen (Leo Burnett)
Group Account Director: Gavin Bayley (Leo Burnett)
Account Executive: Tara Giacinti (Leo Burnett)
Creative Director: Shirley Ward-Taggart (Arc Worldwide)
Media placement: intactive pill - Direct Mailers - Sept. 16 2010
Media placement: Press - Print/Newspaper - Sept. 16 2010
Media placement: Videos - Online Videos - Sept. 16 2010

Insights, Strategy & the Idea
A worldwide recession, coupled with an advertising category not exactly known for stellar work, meant our new product would be born into an inhospitable environment. Moreover, competitors could outspend us and had better brand recognition, overall (partially due to the firm’s recent name change). INTACTIVE was investment fund targeting 40,000 financial advisors (mostly male) in category sold on performance. Being a brand new fund, we didn’t have the performance results to persuade them.
So, we realized we would need an idea that could break through and deliver a performance message without results, with scepticism at an all-time high. By employing a misdirect (packaging and selling INTACTIVE as though it were an erectile pharmaceutical) we could make bold statements about performance and confidence, embodied in one effective solution – allowing us to be unconventionally cheeky in the dull environments of financial investment industry publications and websites.

Creative Execution
To cut through and to tease our performance potential, we borrowed from another category altogether – packaging and selling INTACTIVE like an erectile dysfunction drug.
Our cost-efficient and sensible media plan, launched this product to a very narrowly defined market, spread over a wide geographical area. We avoided over-spill by advertising in investment trade publications and websites. Our online media and banners – everything – drove to our INTACTIVE website, offering a way to order a “free sample.” In just days, hundreds of financial advisors did just that. It came to them packaged in a personalized prescription bag. The pack inside boasted, “Just one can last a lifetime” and “a single dose can have lasting beneficial effects” along with a single blue pill sealed in a blister pack. An information sheet (which resembled pharmaceutical details) described the INTACTIVE fund, highlighting the positive effects and why advisors should use it. Demand boomed.

Results and Effectiveness
For a low-involvement category normally earning a response of .002%, our click-through rate topped 7.12% – dramatically overshooting estimates and the industry average. Over 5% of advisors asked for more information – doubling the benchmark.

More than 10,000 INTACTIVE information packs were distributed. Our target was amused and responsive (some of them had never considered our products before). Financial advisors had their interests piqued, spread the word, and best of all, talked to their clients about it. Most importantly, we doubled our one year projected sales of $500 million, to nearly a billion in sales, in just 6 months.