PEACHCAP: BRAVE THE FUTURE

STRATEGY

1/ SETTING:

As part of a team at Miami Ad School, I worked on this real campaign for a real client (our other exercises were hypothetical). After an initial round, our campaign was chosen as one of three to continue to the next round. The client is still mulling it over, but last word was that our campaign was the front runner.

2/ BACKGROUND:

PeachCap is an Atlanta based wealth management company that strives to disrupt its industry by using technology to provide services beyond financial advisement, including tax intelligence and emotional intelligence.

3/ BRIEF:

PeachCap already has assets and ideas, but needs talent to fill out its ranks. Our task was to help them attract independent financial advisors for employment.

4/ AN ENTRY POINT:

We started by asking a deceptively simple question: What exactly do financial advisors do? 

One of the things that came up again and again in interviews and social listening was that advisors help their clients plan for their futures. Facing the future isn’t always easy. Just ask yourself how far along you are on saving for retirement. But it’s necessary to do so in order to make rational choices in terms of wealth management and life plans.

5/ OPPORTUNITY:

Interestingly, despite the fact that advisors help clients plan for their futures, our research suggested that the wealth management sector overall isn’t doing much to plan for its own future in the wake of disruptive technologies and changing culture and expectations.

6/ TARGET:

But, some advisors are open to embracing tomorrow. And these forward thinkers are our target: Established advisors who are frustrated by doing things in the old ways.

7/ INSIGHT:

How can I help my clients plan their futures when I’m stuck in the past?

8/ STRATEGY:

Tantalize advisors by challenging them to brave the future with PeachCap.

CREATIVE

 
 

FILL IN THE FUTURE

 
 
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Interactive installation to be placed in financial districts inviting people to write their hopes and fears about the future.

 
 

SPONSORED SOCIAL POSTS

 
 

Feature messages from the installations to get advisors thinking about ways to help their clients prepare for their futures.

 
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Display the installation at PeachCap recruitment events and use the piece as an online thought-starter to keep advisors thinking about their clients’ futures.

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DIRECT MAIL

FAs use direct mail to reach potential clients, we’ll use direct mail to reach them. These interactive invitations will showcase the many services that PeachCap can offer clients and has a wheel of fortune feel, hinting at our focus on the future.

 
 

"JOIN" THE FUTURE

When recruitment event attendees get online, they will land on a page prompting them to literally join the future WiFi network.

 
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