Allianz Global Investors (AllianzGI) has appointed leading digital agency Tribal Worldwide Hong Kong to lead the development and execution of the international investment fund manager’s regional content marketing strategy.
Covering Hong Kong, Singapore and Taiwan, DDB Group Hong Kong’s digital arm will set out to make investment insights and commentary more accessible, and establish new targeted channels to engage with both existing and potential new investors.
"Brands simply cannot afford to ignore the importance of content marketing as a channel to discover, build and monetise their target markets," said Leo Tsui, head of Tribal Worldwide Hong Kong. "It’s also a fantastic opportunity for AllianzGI to introduce their products in a more relatable way."
A campaign will enter each of the three markets with a localised theme to empower everyday consumers with smarter investment choices. From news analysis to lifestyle topics from an investment point of view, the customised content strategies and user-flow designed for each market are expected to cover a wide range of subjects.
In the Lion City, a website called ‘Invest in Yourself’ will publish articles highlighting the overlap between investment opportunities and everyday life. For the Taiwan market, the content strategy targets middle-aged women across a wide range of touch-points, including localised articles on branded channels, video lectures presented by AllianzGI’s investment experts, key opinion leaders, and a partnership with a popular finance TV show online. In Hong Kong, the approach is centered around educating and encouraging young working people to plan early and start saving for their retirement.
The content strategy also includes fun quizzes and surveys across all markets to further deepen engagement with potential new AllianzGI customers.
"Being innovative and driving marketing excellence have always been our focus at Allianz Global Investors," said Aneurin Ng, marketing director for Asia-Pacific at AllianzGI. "Tribal Worldwide Hong Kong was instrumental in helping us co-create a content strategy that amplifies our focus in a way that really appeals to our target audience."
Head of Tribal: Leo Tsui
Director of Social: Felix Fong
Account Manager: Agnes Wong
Account Executives: Rachel Fong, Jean Ng
Strategic Planner: Ronald Lee
Creative Directors: John Woo, Leslie Wong
Associate Creative Directors: Andy Wong, Tung Lam
Assistant Art Directors: Eve Cheung, Venus Li
Copywriter: Kelvin Wong
Technical & Operations Director: Bocys Lam
Project Executive: Karen Pang
Senior Programmer: Tang Chui Yee
Interactive Developer: Amy Kong
Web Developer: Chu Kei Chan
Developer: Ally Au, Tony Chan