WHO SAYS YOU CAN’T MAKE THANKING THE COMPETITION A STRATEGY?
What we loved
This responsive campaign is proof that financial services brands can react quickly to market shifts with confident, culturally aware comms. By acknowledging a competitor’s pricing change, we turned a broader industry moment into a powerful acquisition message for Interactive Investor.
How we got there
When Hargreaves Lansdown announced their biggest pricing change in ten years, we saw an opportunity. The changes in pricing structure would make certain products for higher value investors more expensive. Interactive Investor’s flat fee structure and our “obvious choice” strategy became instantly more appealing to these active investors.
Reactive campaigns rely on speed to market. Within days we had an integrated campaign – across print, radio, and OOH – ready to go. ‘Welcome & Thank You,’ playfully acknowledges the influx of investors who have joined the platform in recent months. While warmly greeting new customers, it subtly nods to this ‘certain competitor’ and their pricing changes.
Minimalist in tone but sharp in execution, the work continues to build into the brand’s platform “I think, therefore ii,” reinforcing its positioning as a smarter choice for investors.
