When MF Global, the world's leading broker of exchange-listed futures and options, conducted a dipstick in the market, it was revealed that investors were looking for 3 key things from their broking firm - wealth creation, knowledge and an honest opinion. It also revealed that high-net-worth individuals (HNIs), their primary TG, were always surrounded by Yes Men when it came to investments and how MF Global made for a trusted partner in those scenarios.
Banking on the insight of honest opinion, we crafted a 360° campaign for MF Global; Get the right perspective, which positioned the brand as a true partner when it came to investments. The campaign was brought to light with a TVC, print ads, hoardings at premium locations and an innovative 3D direct mailer which was sent to clients reminding them to say No to Yes Men.
Dr. No was the online extension of the campaign. On this video-based portal, Dr. No took the initiative of curing investors suffering from Yes-olitis. Traffic was driven to the site through banners, e-mailers, social media and SMSes.
Campaign Case Study
TV Commercial
PRINT
OUTDOOR
direct mailer
Stop the Nodding
This Direct Mailer (DM) is an extension of the 360° campaign - 'Get the Right Perspective', which positioned the brand as a trusted ally to investors.
The idea of the Nodder was inspired from our toddling days. Back then we often had toys that aped the wobbling head-nod used to express yes. The DM was built on this premise as a pen holder and was also the visual symbol for our TVC. Each time you placed a pen in it, the nodding would stop, thus emphasising our thought of saying No to Yes Men.
The DM was sent to 500 key and potential customers of MF Global as a reminder to our TVC. The response was astounding. Appreciation came in from all corners. MF Global received a large number of emails and phone calls praising the DM. Recipients adorned their desks and workstations with it. The buzz resulted in hot leads and made MF Global a preferred investment partner to investors from across India.
WEBSITE
Dr. No was the online extension of the campaign. On this video-based portal, Dr. No took the initiative of curing investors suffering from Yes-olitis. Traffic was driven to the site through banners, e-mailers, social media and SMSes.
OUTDOOR
Ground Activation
CALENDAR
The calendar, an extension of our ‘Get the Right Perspective’ campaign, was a dedication to those that have changed the way humans think, interact, behave and aid progress. We shot images of clay models of inventions that made a huge difference to the world by simply giving the right perspective.
