Fidelity International goes regional with latest brand campaign

Investment solution company Fidelity International has launched its first ever regional brand campaign - Let’s Get There Together – across five markets in Asia, Hong Kong, Korea, Taiwan, Singapore and Australia.

The campaign was created to reflect how its research and investment expertise makes it best placed to support clients’ long-term life goals. The campaign runs until end October. It is supported by visuals and videos featuring stories of different Asian fund investors and their life aspirations – whether that be saving for a child’s education or setting up their own business.

All advertisements are directed to a microsite showcasing Fidelity’s research capability, to demonstrate how Fidelity International stands behind these personal ambitions by offering unparalleled investment solutions. The Fidelity International’s Let’s Get There Together campaign will be running in newspapers, magazines, online and mobile portals, tram and bus shelters, MRT stations, external billboards as well as bus and taxi bodies.

To resonate with clients, Fidelity International took a strong 'voice of the client' approach to the campaign creative, said the company. The concept of the creative was developed by a number of qualitative focus group discussions to understand clients’ investment motivations and aspirations. A number of quantitative online surveys were then conducted across Asia to test and fine-tune the visuals of the campaign.

Amanda Tibbett, head of marketing, Asia Pacific ex Japan, Fidelity International said, “We have listened out to our clients and realise fund investors have different aspirations. Our new campaign therefore acknowledges the different attitudes and approaches of investors across the region, with adapted materials to suit the different goals of investors in the five markets.”

“Our research also found that fund investors want investment experts that offer a genuine partnership, rather than top down advice. At the core of the campaign, our tagline ‘Let’s get there together’ is a recognition that all investors are ultimately looking for a trusted investment partner,” Tibbett added.

Mark Talbot, managing director, Asia Pacific, Fidelity International, said: “Recent market uncertainty after the Brexit vote has affected investor sentiment. However, we understand retail clients are increasingly looking at solutions instead of products to achieve greater financial freedom. As an asset manager, we believe it is important to partner with our clients to help them achieve their financial goals through our substantial research resources worldwide despite market volatility.”