Oppenheimerfunds Promo, Case study GLOBALIZE YOUR THINKING by Euro Rscg New York

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Industry Banking & Financial Services, Investments
Media Promo & PR, Case study
Market United States
Agency Euro Rscg New York
Creative Director Chris D'rozario
Art Director Alec Vianu
Released November 2011

Credits & Description

Category: Best Use of Print
Product/Service: MUTUAL FUNDS
Media Agency: MPGMC, New York, New York, USA, USA
Media Agency: MEDIA CONTACTS, New York, New York, USA, USA
Senior Vice President/Brand/Integrated Marketing: Phillip Parrotta (Oppenheimerfunds)
Assosciate Vice President/Brand Marketing: Kirti Srikant (Oppenheimerfunds)
Account Director: Tatiana Sochurek (Euro RSCG New York)
Creative Director: Chris D'Rozario (Euro RSCG New York)
Art Director: Alec Vianu (Euro RSCG New York)
Digital Art Director: Ian Byers (Euro RSCG New York)
Senior Producer: Peter Blitzer (Euro RSCG New York)
Vice President/Account Director: Nelson Leung (MPG/Media Contacts)
Media placement: Print Gatefold - Bloomberg Business Week - November 7th 2011

Insights, Strategy & the Idea
The global economy has been turned upside down. After 50 years of dominance, the US is no longer the world’s economic powerhouse. And over the next three decades, emerging markets such as China, India and Latin America are expected to drive as much as 80% of the world’s future growth.
And yet, American investors currently put just 11 cents of every investment dollar into global/international investments. From research, we found out that they simply failed to grasp the significance of the opportunity. It was like eating vegetables: they knew it was good for them, but they didn’t exactly know why – and they certainly did less of it than they should.
We needed to challenge decades-old entrenched thinking about the category. And to help advisors and investors understand the incredible changes happening across the world - and how to benefit from them.

Creative Execution
‘Globalize your Thinking’ was a multi-media rallying cry that questioned conventions, challenged industry-isms and demonstrated to advisors the need to think in a more globalised manner.
Microsite – Through provocative graphics and the telling of our stories behind our investment decisions Globalizeyourthinking.com helped advisors understand the need to globalise their thinking and educate their clients.
Banners – Instead of conventional banners, we created engaging quizzes to challenge advisors global IQ.
Videos – We brought to life complex financial concepts through engaging infographics that tangibly demonstrated to advisors and investors the importance of globalising their thinking.
Print – Provocative print executions in publications with a global appeal included QR codes, which drive to mobile quizzes that tested global knowledge.
Social Media - Timely updates from OFI’s investment teams were designed to align with trending global topics on Twitter & YouTube.

Results and Effectiveness
Despite dramatic uncertainties in the global financial climate, we were able to gain significant increases in sales and awareness. From launch 2/2011 to 2/2012:
Sales among advisors exposed to the campaign were 39% higher than those not exposed.
Almost 3 in 4 advisors who saw the campaign were more likely to recommend our Global/International funds.
Advertising drove over 400,000 unique visitors to the site with over 69,000 video views.
Correlated with advertising spend, awareness of the GYT campaign increased significantly from 16% at the start of the campaign to 38% by year-end.
(Source: OFI campaign research 2/2011 through 2/2012)