Fitch Learning Cognition, an intuitive and adaptive learning technology that aids financial services professionals in preparation for the notoriously difficult CFA® exam, has launched the first international, multi-channel campaign, designed by design and digital agency Yoyo Design.
This is the first time Fitch Learning has undertaken a campaign of this scale, and the brief emphasised the importance of helping the company to enter new international markets where other training providers currently have the monopoly.
Following a comprehensive analysis of the market and international audiences, Yoyo developed the idea "one size does not fit all". The creative itself focuses on minimalist design, featuring a set of icons that provide a juxtaposition to the powerful statement.
The campaign focuses on the personal experience that users can expect from using Fitch Learning Cognition and the intelligence the system gathers about the user, to ensure they focus on the areas that require improvement and focus – unlike many other tools available which provide a modular and linear approach to CFA® exam preparation.
Moray Souter, head of digital marketing at Fitch Learning, said of the launch: “This is the most ambitious marketing campaign ever undertaken by Fitch Learning and we needed a creative agency that could meet the challenge.
"It became apparent quickly that they were determined to learn as much about the financial services space as possible to inform all of the creatives. This was then reflected in a stunning set of designs for the campaign which are a quantum leap from anything Fitch Learning have done before and clearly separates us from the competition. It has been a pleasure working with them and everyone is very proud of what we have produced.”
Yoyo strategist, Nick Adams, comments: "Fitch Learning was such an exciting brief for us from the off-set. We had a lot of learning to do and quickly had to get under the skin of the new product, the new markets and the range of audience types. It was only when speaking with financial services professionals in person that we truly realised how difficult this exam is, and what passing means to them.”
Ads across trade press, social media (Facebook, Twitter and LinkedIn) and financial services websites will drive traffic to the newly launched microsite, where animations of the icons have been created.
Throughout the rest of 2016 and into next year the ads will be displayed across a multitude of media in the UK, USA, Canada, Australia, Germany, The Netherlands, Switzerland, India, Hong Kong and Singapore.