Fidelity Integrated Marketing

Official website and integrated online and offline marketing and consulting for Fidelity’s newly launched global sector funds

Under the message “The evolution of global investing meets megatrends,” we ran the launch campaign for Fidelity’s global sector funds (Fidelity Global Demographics Fund, Fidelity Global Technology Fund and Fidelity Global Financial Services Fund), which invest in three global megatrends: demographics, technology and financials.

Background

As foreign asset managers entered Korea faster in 2015–2017, global products multiplied, but complex financial information and limited channels kept investors at a distance. Korean investors wanted the stability, growth and diversification opportunities of overseas markets. To promote Fidelity's newly launched global sector funds effectively, integrated marketing linking digital and offline was needed.

Solution

Under the message 'The Evolution of Global Investing Meets Megatrends', we ran the launch campaign for Fidelity's global sector funds, investing in three megatrends: demographics, technology and financials. Offline, outdoor ads carried the line 'Leading investment or following investment — it's the trend that makes the difference!'; online, a Fidelity brand shop in the Fund Supermarket and the official site connected the same message. Running a Kakao business channel, a digital promotion guide, site UXUI standards and promotional films together created a consistent brand experience across channels.

Key Features

• Integrated marketing linking digital and offline

• UXUI standards that improve how investment information is delivered

• A Kakao business channel and promotional films

• A consistent brand experience across channels

Offline, we created outdoor ads with the copy “Investing ahead, investing behind: the difference is the trend!”; online, we built a Fidelity brand hall in Fund Supermarket (“Global sector funds investing in global megatrends”), connecting the online and offline messages into one.