Investing seems like a daunting undertaking to many Brits, AJ Bell found out. Its research showed that just 32% of UK adults see investing as something most people can do, while only 38% (30% for women) feel investing is for people like themselves. More people said they want to take control of financial futures but investing still feels like an intimidating, exclusive world reserved for the elite.
The investment platform had already begun making its investing service attractive with a 2023 campaign, Feel Good, Investing, that tripledbrand awareness to 60.2% using a quirky advertising approach and the upbeat brainworm, Anita Ward’s song, Ring My Bell. That translated into AJ Bell’s low-cost, easy to use products attracting a wide range of customers, with 38% of new DIY investors who opened an account with AJ Bell last year aged 35 & under.
The new campaign, Investing is for everyone, takes the brand’s established advertising assets further to bust the myth that investing is only for the wealthy or those with extensive financial knowledge. A new TVC, directed by Mindseye director, Gustav Sundström, launched on January 8, supported in radio and digital, with updated brand assets across the company’s website and in promotional campaigns.
In the campaign release, Louise Hayward, managing partner at Pablo, stated, “Not many investment platforms say yes to allowing supersized golden bells crashing into stuffy auction halls as a way to bring to life an important message: that the world of investing through AJ Bell is open, welcoming, and genuinely for everyone. Getting to such distinctive work in such a fun and collaborative way has made for a brilliant second chapter for our Feel good, investing platform.”
Dan Watts, chief creative officer at Pablo, added, “How do you prove investing isn’t just for the mega yachting 0.0001%? Easy – you send Shirley from Derby to crash their party on a giant brass-bell jet ski. Investing can seem like a velvet-roped club reserved for the 0.0001%, but with AJ Bell, anyone can get involved. Even people who think compound interest is a prison dating app.”
Credits:
Client: AJ Bell
Chief Executive Officer: Michael Summersgill
Chief Marketing Officer: Stephen Vowles
Managing Director (D2C): Charlie Musson
Head of Brand: Kirsty Seymour
Brand Manager: David Lloyd
Brand Executive: Lucy Wybrow
Creative Agency: Pablo
Chief Creative Officer: Dan Watts
Creative Directors: Charlie Gee & David Shirley
Deputy Chief Strategy Officer: Lisa Stoney
Strategy Director: Summer Taylor
Managing Partner: Louise Hayward
Senior Account Director: Tracy Trieu
Account Director: Mike Roberts
Account Manager: Sophie Scrase
Project Director: Kelly Watts
Project Manager: Emily Rutledge
Designer: Mark Harrison
TV Producer: Danielle Sandler
Production Company: MindsEye
Director: Gustav Sundström
Executive Producer: Debbie Ninnis
Producer: Siamand Masoodian
Production Manager: Reba Gaynor
Service Production Company: Grandma Enterprise Service
Executive Producer: Linas Martinkenas
Service Producer: Tadas Vaitmonas
DOP: Kasper Wind Nielsen
Editing: The Quarry
Editor: Ben Campbell
Producer: Tor Allen
Post Production: Magic Numbers Post
Executive Producer: Anandi Peiris
2D Supervisor: Ed Taylor
CG: The Perlin
Grade: Selected Works
Colourist: Hannibal Lang
Sound Studio: Jungle
Sound Design: Ben Leeves
Where the work began:
