Fidelity Investments: FOLLOW THE GREEN LINE by Media Contacts for Fidelity Investments

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Fidelity Investments: FOLLOW THE GREEN LINE

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Industry Banking & Financial Services, Investments
Media Promo & PR
Market United States
Agency Media Contacts
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Integrated Media Gold

Credits & Description

Type of Entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser/Client: FIDELITY INVESTMENTS
Product/Service: FIDELITY INVESTMENTS
Entrant Company: MPG Boston, USA
Advertising Agency: MEDIA CONTACTS Boston, USA
Media Agency: MPG Boston, USA
Senior Vice President/Group Account Director: Shea Kelly (MPG)
Account Director: Patrick La Croix (MPG)
Media Planning Supervisor: Femaris Peña (MPG)
Media Planner: Samuel May (MPG)
Assistant Media Planner: Megan Conlin (MPG)
Senior Vice President/Group Account Director: Tracey Reiner (MPG)
National Broadcast Supervisor: Tracy Nesbit (MPG)
National Broadcast Buyer: Sarah Buckley (MPG)
National Broadcast Assistant Buyer: Allison Beatrice (MPG)
Account Director: Kazi Ahmed (MEDIA CONTACTS)
Account Director: Blair Lerner (MEDIA CONTACTS)
Media Supervisor: Michele Szobosiak (MEDIA CONTACTS)
Media Supervisor: Alexandra Butmi (MEDIA CONTACTS)
Media Planner/Buyer: Samuel Burke (MEDIA CONTACTS)
Media Planner/Buyer: Kellie O’Conner (MEDIA CONTACTS)
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.