This futuristic flying vehicle landed the Capital Group £200m in investment
Winning The Drum Awards for B2B Gold in the Animation category is a campaign for the Capital Group by Rizzello Creative. Here is the award-winning case study.
This futuristic flying vehicle landed the Capital Group £200m in investment
Planning
When Capital Group launched its new Multi-Sector Income Fund, it needed an idea that could turn a highly technical product proposition into an impactful 360-degree campaign. This high-profile international launch had to raise awareness of Capital Group's fixed-income capability, galvanize its sales force and support an exclusive distribution partnership with the world's largest wealth manager, UBS.
Our challenge was to drive understanding of both the Multi-Sector Income (MSI) fund and Capital Group’s wider fixed income capability in a way that would cut through and be remembered. The structure of the MSI fund is what makes it uniquely compelling – but explaining this structure in a simple way is no mean feat. Particularly if you’re trying to avoid the minefield of clichés and sporting analogies our audience have seen so many times before.
Execution
Our solution was to take the brief and elevate it – literally. We created the physical embodiment of the MSI fund: a futuristic flying vehicle powered by four independent income generators, with the flexibility to tilt exposure. Using the latest 3D modelling and animation techniques, we designed and built a highly detailed 3D model – and made it fly.
Our exhilarating 90-second film was the centerpiece of a global campaign that surpassed expectations and set a new standard. In an industry where we deal with technical subject matter and highly sophisticated institutional investor audiences, there is an expectation that we should communicate in very rational and business-like ways. But this campaign is proof of how effective it can be when we use video to build a powerful emotional connection.
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Results
The campaign was so effective that UBS asked Capital Group to run it again:
- 91% higher click-through rate than industry benchmarks
- 3X higher content downloads than any other fund
- £200m+ invested in the fund in the first three months alone
“The MSI video stood out for its impact and reinforcement of messaging. Advisors are really starting to understand the visual imagery and what the four engines represent,” said Phillip Müller, global head fund investment solution, UBS Global Wealth Management
“A fantastic and successful effort. Great creativity, coordination and execution.”
Mike Gitlin, president and CEO, Capital Group
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