Invesco Trimark salutes first-time brown-baggers
In a new print and online campaign launched this week, the investment co celebrates the small efforts Canadians made to get through tough times - and helps them decide what to do next with a new microsite.
This year, some well-heeled Canadians may have been forced to make their own lunches or take public transit for the first time. Toronto-based investment and management company Invesco Trimark is highlighting their efforts to make thrifty decisions and save money in a new campaign from Grey Canada titled ‘Resiliency.’
B&W advertising, showing a couple celebrating their anniversary at home or a father-daughter stay-cation, for instance, launched this week in print and online publications where consumers and investors seek financial information, says Andrea Cook, VP group account director for Grey Canada.
With media buys handled by MediaCom Toronto, ads appeared in financial and business sections of the Globe and Mail and the National Post, as well as magazines like Canadian Business and Zoomer, to drive investors to Invesco’s website, Knowingpays.ca. The site offers information on market cycles, investment decisions and advice on how to deal with the financial crisis. The ads also come to life online on sites that are also frequented by Invesco’s target demo of advisors and investors, like Forbes.com and Investmentexecutive.com.
‘The current economic climate has put the advisor and investor under pressure,’ says Andrea Cook, VP group account director for Grey Canada. ‘The intent is to give site visitors an ‘icebreaker’ tool to kick off conversations about how to cope with the current situation and move forward with confidence,’ she tells MiC.
‘Resiliency’ builds on Invesco Trimark’s previous campaign, which was designed to help investors deal with bear market conditions, by encouraging them to make the most of their situation and have productive conversations with their advisors. Cook says Knowingpays.ca can do that because of the relevant topics it covers – such as the importance of diversification – and because of user-friendly features like important reminders during market downturns.