Blending online and offline: Invesco HK joins forces with AsiaPac for omnichannel campaign triumph

While people tend to be cautious when comes to investment products, Invesco Hong Kong went above and beyond by actively raising audience awareness and interest in its funds - the Asian Equity Fund and the Global Investment Grade Corporate Bond Fund (GIGC).

Partnering with AsiaPac, Asia’s leading digital marketing agency, Invesco HK successfully launched its “Invesco Multiple Sources of Income” campaign in August 2023. In addition to achieving significant traffic and conversions, the campaign won Bronze in the “Best Use of Omnichannel” category at MARKETING-INTERACTIVE's MARKies Awards Hong Kong 2024, exemplifying an all-rounded marketing approach that engages customers vividly.

The campaign targeted affluent B2B individuals interested in finance and investments. Generating high-quality traffic to Invesco’s website with a low bounce rate, AsiaPac devised an omnichannel strategy that harmoniously blended online and offline channels.

Ignited consumer action through digital touchpoints

To capture the attention of the digital-savvy audience in Hong Kong, AsiaPac worked with Invesco and employed strategic audience segmentation and creative optimisation with formats such as programmatic display ads, native ads, and direct media buys, on selective Hong Kong’s mainstream websites and renowned financial news portals.

The website list was carefully managed to minimise bounce rate and ensure the accuracy of reaching vast and high-potential audiences online, achieving an outstanding click-through rate and conversions.

Amplified voices with offline media mix

To increase effectiveness in targeting financial professionals and affluent audiences, AsiaPac forged ahead by placing taxi Superside out-of-home (OOH) ads in Hong Kong Island’s commercial areas, with a concentration around grade A offices.

Selecting taxis as the primary OOH ad placements was no coincidence, given their perceived higher transportation cost. Besides, AsiaPac utilised programmatic digital OOH (pDOOH) ads in prominent commercial MTR stations to reach high-income audiences in real-time during their daily commutes.

To further maximise ad exposure and audience relevance, Invesco HK’s pDOOH ads were directed toward high-traffic MTR stations such as Tsim Sha Tsui. Recognising the intense competition for pDOOH ad space during peak hours, AsiaPac developed separate campaigns for rush and non-rush hours.

AsiaPac and Invesco HK: Co-create a harmonious brand experience

From strategic planning to multi-channel campaign execution, AsiaPac supported Invesco HK along its omnichannel marketing journey and fully demonstrated its digital marketing capabilities. Accompanied by its wide array of platform partnerships and proprietary AI marketing tools, AsiaPac ensured a cohesive brand experience across all mediums and touchpoints, amplifying Invesco HK's recognition and yielding desired outcomes.

Do you aspire to roll out a strategic media plan with a unified brand message for marketing success? Don’t miss the opportunity to join AsiaPac’s seminar on “Leveraging Trackable Omnichannel Strategy with Connected TV and DOOH” for free on 5 July 2024, where The Trade Desk, JCDecaux, and TVB will join us to talk about the industry best practices. Don’t wait – sign up here!

About AsiaPac Net Media

Established in 1996, AsiaPac is a leading digital marketing agency that provides technology-driven digital marketing solutions to global clients. Headquartered in Hong Kong, it has 13 regional offices spanning Mainland China, Taiwan, Macau, South Korea, Japan, and Southeast Asia. AsiaPac offers a comprehensive range of digital services, including SEM, SEO, programmatic display, pDOOH, video, social, content, influencer (KOL), and more. Powered by local expertise and self-developed AI tools (OptAdEasy, KOOLER AI, and APHub), AsiaPac has successfully worked with over 3,000 clients across industries.

This article is sponsored by AsiaPac.