Bestinvest wants public to entrust it with their hard-earned cash
Challenger financial brand Bestinvest is refusing to beat around the bush to entice the public to entrust their savings to its care with an unexpected marketing approach that emphasizes hard work and humor.
Waxing lyrical about the importance of financial planning, ‘You work hard for your money’ cuts through the sober rationality that typifies the sector with some risque ideas.
The £4m brand relaunch is the first fruit of a partnership with indie agency Harbour Collective, appointed last year, to double brand awareness within five years.
Tongue-in-cheek scenarios brought to life by the campaign include a stoic stuntman who must repeatedly smash his way through a window for the perfect shot and a leafleter dressed up as pubic hair to promote the benefits of a bikini wax.
Grant Parker, creative partner at indie agency Harbour Collective, said: “To stand out from the ‘sea of same’ that is the world of financial services marketing, we stayed as far away from the cliches and stereotypes of the sector as possible.
“The scenes in our hero film needed to feel relatable and real, so we chose talent who reflected that and who people will care about. We wanted our audience to be able to empathize with the characters and recognize the pain of the grind, of working hard for your money.”
VCCP Media are undertaking media planning and buying and has brokered a big-screen campaign with Everyman Cinemas to dovetail with Top Gun: Maverick. Joint chief executive officer Tara Marus added: “Bestinvest are the epitome of the challenger clients we love to work with, showing a distinct appetite to challenge the category norms. Working with Harbour, we have been able to collaborate to devise an interesting and contextual plan to amplify the creative across high-impact broadcast and digital media.”
The multichannel campaign promotes making your money work as hard as you do by appealing to small private investors wishing to find a home for their wealth without resorting to to a full-fat wealth management solution.
It will debut tonight during Live at the Apollo and Jamie’s Great Britain, with support from an out-of-home (OOH) activation at Westfield Hammersmith.