Investec Asset Management’s fun “one-hit wonder’ campaign deliberately breaks away from anything seen before in the traditionally conservative industry sector, says John Davenport, creative head and co-founder of Ireland/Davenport.
In April this year, Investec Asset Management received the Morningstar Award for Best Large Fund House for the ninth year in a row. In order to celebrate this achievement, Ireland/ Davenport was briefed to create a concept that would pay homage to the award and the significant work that Investec Asset Management was doing.
“More important than the creative entertaining elements of the campaign, is the fact that the idea delivers strategically in communicating the message of sustainability,’ says Davenport.
The campaign began running in print and press in June this year and has now moved to outdoor.
“A large part of the success of this campaign comes down to the relationship, which is a little over two years old, that we have with our client Investec. With Asset Management being one of the divisions we service, this campaign is an example of the progressive way that Investec runs their business and marketing and also the importance of a trusting relationship,’ says Philip Ireland, founding partner and executive creative director of Ireland/ Davenport.
With “not just a one hit wonder’ as the big idea of the campaign, using mock-ups of fictitious 80’s style pop-stars on CD covers (with photographs taken by award-winning South African photographer Mike Lewis), the humorous imagery can take various forms in a campaign that very importantly delivers explicitly on the message of sustainability, so strategically telling the story, explains Davenport
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