Witan Investment Trust commissioned LEAP to create the brand’s first-ever TV commercial. It was part of a multichannel brand awareness campaign, designed to position Witan as the ‘one-stop shop’ for accessing global equity markets, aiming for long-term growth.
Working with Herd By Many, the media planning and buying agency, we targeted people with investments with a thirty-second commercial for use on Sky AdSmart. Our digital marketing production studio supported the campaign by creating a suite of HTML5 animated online banner ads and online video, mirroring the look and feel of the TV spot.
The campaign idea needed to communicate the Collective Wisdom of Witan Investment Trust. They invest in carefully selected companies across the world and use a multi-manager approach to ensure that the portfolio embraces a diversity of sectors and geographies.
LEAP’s creative team presented five initial concept routes. The chosen idea saw Witan’s distinctive blue square logo spring to life and set off on an animated adventure around the world (and beyond) in search of investment opportunities. The animation style supported Witan’s personality while allowing a distinctive element of their brand to remain on screen and drive the narrative. To ensure consistency of message at every stage, we worked with Witan to update the campaign landing page with the concept.
The production team brought all elements of the campaign together and LEAP’s traffic team handled the clearance process to secure broadcast approval. Their media agency, Herd by Many reported that it performed well across the media plan.
Awareness is critical to all brands, but especially in categories like this one, where the ‘point of purchase’ is outside the brand’s control, and ‘buyers’ can be distracted by better-known providers.
This campaign delivered market-leading increases in both recall and spontaneous awareness of Witan. Helping to at-least level the playing field of consideration once investors were evaluating their ISA and SIPP options with their brokers.
The brand is not yet the best-known in this market, but we’re moving in the right direction – and doing so faster than the competition but with a relatively modest Share of Voice.
Matt Leach, Herd by Many
LEAP was proud to help Witan Investment Trust take a key step on the journey to growing their brand awareness.
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