abrdn: Income Champions
Brief
Create an ecosystem of stand-out assets, that include gamification, to educate audiences on the importance of income investing. The campaign should underline abrdn’s differentiator and expertise and assets should be suited to both events and online.
Strategy
The context to this campaign was market volatility unsettling investors. We set about creating a highly relatable narrative that would demonstrate the importance of staying invested - 'staying in the game'. Under the umbrella of Income Champions, we created a series of video and gamification assets that drew parallels between the mindset and skills needed for sporting success and those necessary for achieving investment goals. By using sporting analogies, audiences were reminded of the joys of winning.
Gamification
Quizzes are a powerful tool to highlight gaps in knowledge and importantly - they entertain. Under the theme of Going for Gold audiences were given five multi-choice questions, based on a series of sporting situations and events. Play the game.
Expert videos
In addition to a hero video to establish the Income Champions campaign, we produced three videos that compared each asset class - equities, multi-asset and fixed income - to a sport.
Why fixed income investing is like fencing
How rock climbing compares to multi-asset investing
Why equities investing is like playing football
A content ecosystem
| Content Strategy | Creative concept |
|---|---|
| Scripting | Video assets |
| Interactive quiz | Social promos |
