CFS motivates customers to invest like a pro via It’s Friday
Colonial First State (CFS) is raising awareness of its ‘pro-grade’ investment products in a new retail campaign campaign from It’s Friday.
The campaign is the second iteration of CFS ‘Unleash your second half’ platform, launched by It’s Friday in May, two month’s after its appointment to the wealth management group’s creative account.
Other assets:
HERO – Jun 45’: https://youtu.be/-MnuZRDa6rM
Penny 30’: https://youtu.be/0BH1aT-4Aio
Mitch 30’: https://youtu.be/V0VKApkqRMM
The campaign seeks to break the perception that high level investment products are only accessible to a select few, launching four films that each hone in on a specific financial investment ambition.
In one of two 45 second hero films, ‘Jo’, who wants ‘lower super admin fees’, is resigned to the fact that there are limited choices available to her. The humorous, over-dramatised spot sees a motivational figure grandly reveals that CFS has the pro-grade choice to fulfil Jo’s ambitions, unleashing a speech that leaves Jo able to take control of her finances.
“It’s time to break the perception that only a select few can access the world’s best investment managers. CFS want Australians to know that they don’t have to be held back. No matter their life stage or goals, we have pro-grade investment choices that will open their eyes to bigger and better ways to unleash the potential of their money,” said Josh Grace, chief customer officer at CFS.
Pete Bosilkovski, CEO of It’s Friday said: “Surprisingly many Aussies have a passive relationship with their finances. It’s often left in the too hard basket or has a misconnection that you can’t get access to the best products that can make your money work harder for you. Yet, most Aussies want to unleash boldly in their second half but fall short on making it happen.
“Sometimes all people need is a little encouragement and motivation to stir something deep inside them and see the light. That’s the genius thing about this campaign. Earlier this year, we reframed retirement inspiring Aussies to unleash their second half. Now, we inspire Aussies on how they can make it happen with pro-grade product choices in investment, superannuation, and retirement that CFS FirstChoice has to offer them.”
Vince Lagana, chief creative officer of It’s Friday added: “Retail investment messages are often quite straight and bland. But CFS’s pro-grade choices aren’t ordinary choices. They deserve a grand introduction that excites people. While also serving to remind them that CFS isn’t just there for retirement planning. It’s for every life stage and every investor who wants to thrive.”
The campaign launches during the 2022 FIFA World Cup, across broadcast, digital, social and owned channels.
Credits
Client: Colonial First State.
Creative Agency: It’s Friday
Media Agency: Speed
Director: Al Morrow
Production Company: Rabbit
Edit: The Editors – Laurence van Camp
Sound: Squeak E Clean Studios
Colourist: Ben Eagleton
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