2023
Sector
Finance
Services
OOH
Radio
Press
Best Invest
Brief
For their ongoing Q4 2023 campaign, online investment platform Best Invest had 3 key objectives: to raise their brand profile & share of voice, acquire new customers, and be disruptive in the pursuit of both. That’s where we come in.
More specifically, they wanted to target their core audience of males aged 35 and above in professional or managerial roles, with a particular focus on those who commute into London from the home counties.
Process
Best Invest were looking for value in their advertising, so we developed a hugely cost-effective strategy across OOH, press, and radio, running from September through to November.
We wanted to make the most of their already unique creative branding (the hamster with the tagline “you work hard for your money, you better Bestinvest it”), as it clearly sets them apart from other financial brands. With this in mind, we utilised formats that would showcase this, including a range of London Underground and rail advertising. This gave the brand a huge presence across the capital’s LU and rail network.
Going into November, we opted for Digital OOH formats to further embrace the hamster creative, animating it across key stations including Canary Wharf, Liverpool Street, Waterloo, Bank, and London Bridge.
For Radio, we focused on stations with the highest listenership amongst affluent 35+ males. These included Smooth, Classic FM, Radio X, LBC, Magic, Planet Rock, Scala, Jazz FM, and Greatest Hits. Wherever possible, we targeted London-only stations, as well as others in the South East to reach the aforementioned commuter audiences from our OOH campaign.
Finally, for our press push, our ideal audience was those 35+ professional males who are actively interested in financial content. To achieve this, we chose titles with affluent readership and placed Best Invest ads alongside financial content. This was done in the following publications: the Daily Telegraph, Daily Mail, I Newspaper, Metro, The Times, Evening Standard, Moneyweek, The Spectator, and more.
Results
We delivered on our plan to execute a 360 advertising campaign that hits people at every stage of their journey, across audio, digital, OOH, and press. We did this by utilising our strong relationships with key media owners and putting our honed negotiation skills to good use.
Whilst the campaign is ongoing, the response from the client has been nothing but positive, with particular attention being paid to how far we stretched the budget. As we plan further work together for 2024, this is yet another example of how we deliver for the biggest brands and form long-standing relationships as a result.
