Investec has announced the launch of its new fully integrated marketing campaign, 'Partner with Out of the Ordinary'. The campaign was created and conceptualised by Ogilvy.
The campaign includes a 60-second film featuring a monologue delivered by a lead protagonist played by British actor Nicholas Pinnock.
The film shows Pinnock journeying through a world populated by people moving frantically with the crowd, chasing the next fad or drawn into the orbit of 'charlatans'.
He crosses over from this space into a stylised ‘search bar’, ready to help answer questions that the out of the ordinary times evoke.
The search bar device is carried through to the online component of the campaign, centred on a website, www.partnerwithinvestec.com. Here, users are invited to scroll through questions on topics relevant to anyone trying to figure out how best to approach their own banking, business and personal wealth challenges.
The 20 campaign questions are addressed in the form of a monologue, delivered by the protagonist of the main film piece, accompanied by links to over 60 in-depth content pieces, which explore the campaign themes further in the form of articles, videos and audio pieces as well as related Investec service offerings.
The content covers diverse issues including privacy and data protection, an array of investment options, managing volatility, taking advantage of longer lifespans while coping with greater demands and positioning oneself on the right side of technological disruption.
Danni Dixon, Investec’s head of marketing in South Africa, says, "Our aim for the campaign is to differentiate Investec by ensuring we remain relevant to our clients. Our clients need to rewrite their playbooks, rejig their systems and learn how best to navigate this complexity."
Dixon adds, "For 40 years, Investec has built its DNA on exceptional client service. We believe that the honest human relationships we have with our clients go a long way to delivering on 'Out of the Ordinary'. We’re demonstrating through this compelling emotive campaign that, through partnerships, we can distil complexity into clarity."
"We have created a campaign that weaves seamlessly between the physical and the digital, between the worlds of advertising and content," adds Timothy Spira, Investec’s global head of digital content.
"The online engagement site is designed to draw audiences into a journey of discovery and intrigue. It features insights from a range of global thought leaders and Investec experts. We see this as adding tangible value to the lives of our target audiences," he says.
Gregory King, Ogilvy South Africa’s integrated creative director, adds, "This campaign is a thoughtful unpacking of the digital and financial complexities we are all facing. It attempts to do this in a way that connects on a human level and doesn’t shy away from diving into the detail."
“Being human in a tech landscape wasn’t just the overarching theme for the campaign, it underpinned everything we as Ogilvy and Investec did together," says Mariana O’Kelly, Ogilvy South Africa’s executive creative director.
"Yes, we have created the brand’s first multi-channel, cross-platform campaign, fully integrated into each business, but what I treasure is how we got here as a tight-knit team of humans. That’s what made this special," O'Kelly adds.
For more information, visit
www.partnerswithinvestec.com.