The campaign introduces a new brand platform ‘The Power of Investment’, which sets out to reframe investment as a force for good as well as reflecting the simplification of the business with more ways to help people plan, save and invest for their future.
Research from abrdn found more than half of people (54%) believe investing their money can have a positive impact on society. The new campaign aims to build on this and change perceptions of investment from a pursuit that is only about financial return, to a power for positive change.
The campaign aims to show how positive investments can create a better future for individuals, companies, countries, the climate and ultimately the world, taking us beyond pure financial return, to social return: jobs created, technologies developed, medicines discovered, and solutions unearthed.
In the 60 second film, we meet real life Sol and his dad, Ben, and we witness how the progress made by investment in the field of robotics can lead to advancements in prosthetics technology that can allow someone like Ben to create a fully functioning prosthetic arm for his son.
This kind of investment gives people the ability to improve their future whilst also improving the future for others, highlighting that creating a positive ripple of progress can travel far further than our individual reach.
The quick transitions in the video between many different parts of society from football stadiums to hospital beds is reinforcing the message that the new campaign is denoting; how positive investments leads to a positive effect on much more than just individuals.
The integrated campaign went live across TV, OOH, radio, press, digital advertising, social and PR in November 2021.