The '#StopDaylightRobbery' campaign, which was designed to highlight the investment fees of 10X Investments' competitors and the impact they have on retirement, was acknowledged with a Bronze Award at the ceremony held at the Sandton Convention Centre on Monday, 16 July.
The APEX Awards aim to place significance on creative effectiveness. An award is afforded to entrants who demonstrate success in both strategic and creative spheres of a campaign.
The Awards aim to be a testament to creativity’s power to a business’s bottom line, with winners being able to directly correlate campaign success to commercial client results.
10X Investments’ content-led campaign utilised a video series to show what was happening to people’s investments in a manner they could relate to. The result was an 228% year-on-year increase in brand awareness and 55% decrease in cost per client acquisition.
CEO of 10X Investments Steven Nathan says, "At 10X, we are building something that customers will love to buy, not something brokers will love to sell."
Founding partner and head of strategy at M&C Saatchi Abel Robert Grace adds, "As an agency, we strive to create beautifully simple solutions in an increasingly complex world."
"10X being a challenger brand allowed us the opportunity to bring this to life [by] using robust thinking and brutal simplicity to highlight the message in a light hearted, impactful and honest way. We’re really pleased with not only the creative, but the effect that the campaign has had on the company's bottom line," adds Grace.
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