CREATING A CHALLENGER-BRAND POSITIONING WORTHY OF REPRESENTING THE UK’S SECOND LARGEST INVESTMENT PLATFORM
What we loved
Moving interactive investor’s brand narrative away from just what they offer (an investment platform and products) and towards how they do it better than anyone else in the market.
How we got there
Investing is complicated. It takes time, knowledge and confidence. Not things that everyone has in equal measure.
We discovered many investors were compromising as a result, in order to make choosing investments and investment platforms easier. They would settle for the reassurance of the big names and overlook being charged extra for the privilege. Or they’d go for reputable, affordable sites but sacrifice choice to keep it cheap. Or braver ones might default to tech startups that represent value and choice but don’t have the experiential reputation to properly put their minds at ease.
This became the heart of our brand strategy and where interactive investor needed to show up. To become the brand where investors don’t have to compromise; not on great value, nor on superior choice, nor experience and reputation. The opportunity was to make choosing interactive investor the easiest investment decision our investors have to make; by making ii a no-brainer for the thinking investor. So when they think about it, even for a moment, the choice becomes obvious.
Cue the brand platform: i think, therefore ii.
The launch campaign ’penny drop’ dramatises the moment you think about interactive investor’s low flat fee (instead of the market norm percentage) and have the revelation that it means you keep the money you make. Obviously.
What it changed
14% increase in customer base YOY
+8ppts in awareness
+7ppts in consideration
+7ppts in trust
