We created this timeline, contrasting the fortunes of a family investing in one of the best-performing mutual funds, with a family investing in one of the worst-performing funds. The message is that choosing the right investment can have a big impact on your life - so it's useful to have the right tools at hand to find the best investments.

Launch the campaign
Published
November 2012
Topics

The Story

We created this timeline, contrasting the fortunes of a family investing in one of the best-performing mutual funds, with a family investing in one of the worst-performing funds. The message is that choosing the right investment can have a big impact on your life - so it's useful to have the right tools at hand to find the best investments.

We wanted to communicate the impact that good or bad investment decisions could have on someone's life. Facebook was the best channel to do this because it focuses on life events – and a good or bad investment decision can trigger exactly that. The timeline format allowed us to show a positive scenario side-by-side with a less positive scenario; in effect, the restriction of the medium (the linear format of the timeline, the focus on life events) shaped our campaign and we would have struggled to get the same impact without it. The inspiration comes from the 'Drugs Set Your Timeline' campaign.

The Technology

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    Geo APIs

    Facebook Check-in

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    Search

    Search Ads

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    Social

    Facebook

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    Web/Apps

    Chrome

The Results

Lots of traffic on social media (mainly Twitter) and hundreds of impressions so far. A lot of positive feedback from the UK bloggers and some media coverage. When thinking about investments, it can be easy to get carried away with statistics and figures, only to forget that good or bad performances have an effect on the individuals or families the investments belong to. This is the first UK campaign made by a financial services company which makes people realize the consequences of bad investment decisions and the impact on their lives so vividly.

0.01

gigabytes of data used

34

total cups of coffee drunk

42

total hours of missed sleep

Launch Date Nov. 14, 2012