Best Financial Services Rich Media Online Campaign

BlueRush was tasked to develop a digital program to complement the national advertising campaign called Financial Inertia. Dovetailing from an Environics research initiative earlier in the year, we had to devise a strategy and approach that best optimized the research; create an engaging digital experience for investors and advisors, and validate the results of the research study.
By establishing an investor confidence index, Standard Life requires its brand to be seen as an industry leader, leveraging their 180 years in business. The Financial Inertia campaign and program targets investors at large, group plan members, advisors and employers.. Each target audiences is compelled to engage with this campaign for different reasons – hence the integrated yet simple-to-navigate digital experience.
BlueRush developed a commercial-quality online video unique to each target audience (investors, advisors, group plan members, employers) that outlines the new program, summarizes the benefits of working with Standard Life and introduces a series of content and tools by way of an innovatively designed dashboard.
Components of the dashboard include:
• Motion Profiler (questionnaire generating a motion score, and corresponding motion profile based on investor segmentation)
• Investors can:
-share their motion profile with their advisor
- research products that can help them keep their investments and future moving forward
- access tools and tips to help better prepare for a meeting with their advisor
• Investor Concerns (series of thought-provoking questions and answers demystifying some concerns of Canadian investors)
• Financial Inertia Videos (summarizes issues plaguing Canadian investors and announces what Standard Life is doing to help counter financial inertia)
Results to date:
68% completion rate of the Motion Profiler by advisors
42% completion rate of the Motion Profiler by investors

Contributors:

BLUERUSH

Location: Canada