ETF Securities & Lombard Odier Fixed Income campaign
Following a pitch win, the first advertising application for the new brand was to promote their new ETF – Fundamental Fixed Income.
This new strategy was built around the concept that Fixed Income was very often built on the unsustainable debt of key countries. This was an opportunity to demonstrate that bond investors were essentially lenders to those with the most debt…and that there was an alternative.
Messages were brought to life through the potential of both online and print applications – using the strong brand building blocks developed for the brand.
The call to action of the campaign was to an animated video that explained the whole concept of Smart Beta in Fixed income succinctly. This video added a new dimension to the concept and proved a winner with an investment audience keen to discover new ideas.
