I was part of the pitch team that pitched and won OFI. Well, we actually won it in the work session. The platform that we won with was "Invest in a Beautiful World". It's built off the premise that because we rely on people and not algorithms, we are able to find opportunity in places you'd least expect.
We launched digitally, with lots of takeovers, high impact units and immersive microsite-ish experiences.
Invest in a Beautiful World App
Our app supported the launch of the campaign by bringing our strategy to life. We let people discover the investment opportunities that were hiding in plain sight. Apple can be a great investment when they sell 7 million iPhones, but how about the company that just sold the 7 million processors to go in them? How about the screens? Or speakers? This app helps you discover those opportunities.
Targeted videos for our audience
The following talking-head videos were key to reaching their target audience: financial advisors. We tried to embed the spirit of opportunity and inspiration in each to elevate what these portfolio managers do from something boring to something unique and wonderful.
4 core principles
Senior Floating Rate
Limited Term Bonds
Global Value Strategy
To demonstrate to people the premise of Invest in a Beautiful World, we looked to VR. By incorporating an Oculus Rift to a traditional viewfinder, we are able to let people see beyond what is there, and find the opportunities that others would normally miss.
By creating trigger points around specific angles (pitch and yaw) of the Oculus we are able to create content that is seamlessly integrated and masked into its environment.
So, while some may look up at the ceiling in Grand Central and see the Zodiac star chart, a user sees all the possibilities awaiting in the night's sky. A train schedule actually reveals opportunities around infrastructure, the bricks on the wall reveal the possibilities of limited term bonds, and so forth.