INCOME: Income Advisers Campaign

WINNER: Gold Award for Most Creative Public/Media Relations, The MARKIES Awards 2019

THE BRIEF: To increase visibility and improve the perception of Income's financial planners, called Income Advisers. In particular, we want to give off a more youthful vibe, tackling some legacy issues that the brand has. This was an open brief that eventually turned out to be an online-offline campaign.

CREATIVE EXECUTION: We position our INCOME ADVISERS as a different kind of INFLUENCERS – a group of young people who’s just like you in many ways, but who are better equipped at addressing your issues and proposing solutions. While some people are forever scrolling their social feeds to stalk their favourite influencers, we invite everybody to welcome a more lasting positive influence in their lives.

DELIVERABLES:

• Social Ads

• GDN Banners

• Taxi Wraps

CAMPAIGN TAGLINE:

For a different kind of influencer, meet our Income Advisers.

CAMPAIGN RESULTS:

Overall, The INCOME ADVISERS campaign received 8.7M impressions across channels and reached out to 907K Facebook users. It generated up to 42% of ad recall, with 66% of people who saw it saying that they liked it. The top 3 sentiments of the people who saw it indicate that the challenges presented at the beginning of the campaign were successfully addressed.