interactive investor has followed up the launch of its multi-channel “Penny Drop” campaign, part of the brand’s new “i think, therefore ii” positioning, with a bold print and digital execution.
The latest creative brings the ‘penny drop’ moment to life, showing the instant when investors realise that interactive investor is the obvious choice for an investment platform.
In the print campaign, a 3D penny appears to poke out of newspaper pages, accompanied by the line: “For over half a million investors, the penny’s dropped.”
The work will run in outlets including the Daily Telegraph, Sunday Telegraph, Daily Mail, iPaper and New Scientist Magazine, both in print and online.
The campaign builds on a recent TV advert, which visualised different characters experiencing their own ‘penny drop’ moment. In one scenario, a character listens to an interactive investor ad in her car, talking about why the investment platform is “the obvious choice,” and experiences her moment of realisation as a giant penny drops behind her while walking through a car park.
Across the advert, pennies are also seen dropping in various locations, including outside a barber shop, a swimming pool, and an apartment building.
The campaign promotes that with interactive investor, investors pay a low flat fee instead of a percentage. This structure allows them to keep more of the money they make whether they are combining pensions or saving into a stocks and shares ISA, positioning interactive investor as the natural choice for investors.