Colonial First State helps advisors get a ‘Step Ahead’ in new B2B campaign
Colonial First State (CFS) is reminding financial advisors of the benefits of its investment platform, CFS FirstChoice, with a new B2B campaign from It’s Friday.
The new work, ‘Step Ahead’, is centred around how it feels when an adviser is able to ‘get a step ahead and stay a step ahead’ thanks to all of FirstChoice’s innovations.
Other assets:
Simplicity: https://youtu.be/-bh3W8wEqNU
Mightier Than The Pen: https://youtu.be/0qEbdqiNEwI
Choice Matters: https://youtu.be/UFN8YJ28rbo
CFS was named as It’s Friday’s first client in March, following the creative agency’s launch at the beginning of the year. The agency launched its first campaign for the wealth management group, a new B2C brand platform and campaign, in May.
The campaign sees professional actors brought in to use all of their theatrical skills to bring to life the excitement, passion, and sense of empowerment an adviser feels when using the platform. Capturing the ability of FirstChoice to make mundane tasks disappear, the campaign uses dramatic language, declaring: “CFS FirstChoice is what advising was always meant to be!”
Adam Parsons, director, adviser marketing CFS said: ‘We’ve been working hard to ensure FirstChoice is the most efficient solution for advisers. Our latest enhancements can have a huge impact on an adviser’s business. ‘Step Ahead’ has allowed us to highlight the many benefits in a unique, funny, and engaging way. We’re really excited about this work. It’s a new direction for us as a brand and how we show up, and stand out in market. It’s more than a campaign. It’s a new platform for FirstChoice that will permeate through all touchpoints from advertising through to our sales collateral and the front-line.”
‘It’s a great misconception that B2B advertising needs to be dry or forgettable. It deserves the same energy that is applied to brand to consumer marketing. Advisers are consumers and want to be engaged with just like consumers. So we took the opportunity to unleash CFS FirstChoice’s strong proof points in a highly engaging manner,” said Pete Bosilkovski, CEO It’s Friday.
Vince Lagana, CCO It’s Friday added: “A brand’s tone should have the ability to flex across all parts of the business. But all too often, tone is missing when it comes to B2B. For whatever reason, it just doesn’t get the love other comms do, so it can often end up flat and appearing unconsidered. Our challenge was to turn what could have been dry, testimonial-style B2B messaging into something fun, memorable, and motivating. We wanted to entertain financial advisors while still clearly delivering the great benefits of CFS’s award-winning FirstChoice platform.”
The campaign will be served to advisors nationally via LinkedIn and digital financial publications.
Credits
Client: Colonial First State
Agency: It’s Friday
Production Company: Rabbit
Director: Dan Fletcher
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