Hargreaves Lansdown
Switch your money ON
Business opportunity
To capitalise on latent demand, where potential investors were placing their money in low-interest savings accounts.
Marketing challenge
To drive penetration by raising brand and product benefit awareness.
The work
We expect our money to be working hard for us, but with savings account rates below inflation, most savings accounts were actually losing the owner money. So we didn’t just advertise the brilliance of Hargreaves Lansdown, we advertised the missed potential of savings – targeting a new segment of the market with latent savings.
TVCs
SWITCH YOUR MONEY ON was a two-phased integrated brand-response campaign. It drove immediate awareness of Hargreaves Lansdown’s position as market-leader and provided compelling reasons to invest in a Stocks and Shares ISA in the lead-up to the annual deadline.
30%
increase in assests
Impact
11%
uplift in net new clients
£1:£14
ROMI