Brand?

Equities Campaign

June 24th, 2010

At a time when the dot-com bubble had burst and investors were running from equity investments in droves, we came out aggressively with a campaign to remind investors that it’s all about the long haul, not just habitual fluctuations in the market. By telling this story in a visually engaging fashion (with designers Sheila Dillon and Greg Ng) and highlighting strong equity performers in Fidelity’s portfolio, I was able to help drive increased inquiries about equity funds when many investors were terrified to invest in them. These direct mail pieces garnered response rates of over 5% each and, in one case (the “Taking the Long View” piece), exceeded 7%.