Fidelity Stocks & Shares ISA: How Fidelity won minds by appealing to hearts

Fidelity, an investment management service, increased relatability among consumers in the UK by creating an emotion-led TV campaign that followed a Fidelity family.

Campaign details

Brand: Fidelity Stocks & Shares ISAAdvertiser: FidelityEntrant: Grey LondonPrincipal author(s): Lauren McIlroy, Grey LondonContributing author(s): Charlotte Soussan and Matt Gladstone, Grey London; Gail Walker, Jet Cooke, and Beth Cowley, Fidelity

Introduction:

This paper is about Stocks & Shares ISA.

In 2018, Fidelity was a successful and profitable business which wanted to grow.

Faced with a very large and well-funded competitor and a category focused on activation marketing, Fidelity needed to find a cost-effective way to compete and attract new customers.

Fidelitybroke from conventions, and...

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