Banjo unveils $2.5m campaign for Financial Planning Association
Banjo Advertising has launched a campaign for the Financial Planning Association to show how important it is to choose a professional financial planner.
http://youtu.be/1X6FcSr4J50
The campaign introduces the line, “Not all financial planners are the same”, and targets 35 to 64 year-old consumers with investible assets worth upwards of $150,000.
The campaign will run on free-to-air metropolitan, regional and national TV, pay TV, in mainstream and regional newspapers and online in September and October. It is supported by a six-month search campaign to drive activity to the FPA’s website.
An FPA press release revealed media spend as well as the TV ad’s performance in pre-testing.
Media split of $2.5m campaign
- 65% – TV (national, including regional areas)
- 15% – Print (national, metro and regional newspapers and selected magazines)
- 5% – online websites
- 15% – SEO (6 months of activity)
Pre-testing results
- 87% said the TV ad had a clear message which they understood
- 43% brand attribution, i.e. could recall who the ad was for
- 90% heard the message ‘Not all financial planners are the same’
- 90% heard the message ‘Always look for an FPA financial planner’
- 83% heard the message ‘FPA members work to higher professional standards’
- Top 4 positive qualities attributed to the FPA: qualified, educated, professional, experienced
- Favourable perception of financial planning – before seeing ads: 51%
“Our industry has spent millions of dollars advertising the value of financial advice over the years,” FPA general manager of marketing, Lindy Jones said.
“We believe that in a post-GFC world, we need to move on from that and it’s more important than ever for consumers to find advice they can trust. Given the complexity of the financial planning category, research played a critical role in identifying insights and in concept testing, the results of which were outstanding.”
Credits:
- Creative agency: Banjo Advertising
- Media agency: Match
- PR agency: Blue Chip Communication
you don’t need a degree to do hoo hum. probably not the easiest client to please. can we get some emotion with our rational please?
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