Opening up a B2B product to a B2C audience.
While most of Columbia Threadneedle Investments’ products are geared toward a B2B audience — think investing through a financial professional, not buying them through a platform like Robinhood — the $75-million Threadneedle (Lux) Asian Equity Income fund was going to be registered for sale to retail (individual) investors in Singapore.
This is a highly competitive space, but the fund itself boasts strong performance, high ratings, and most importantly: an attractive dividend yield. What it lacks? Creative advertising opportunities that target individual investors while incorporating the fund benefits and elements of Asian culture.
Below you’ll see visual mock-ups I created for different copy angles, as well as the final design we landed on.
Where we landed.
As all creatives know, few projects are first-hit home runs. Through various rounds of stakeholder feedback, we ultimately landed on the following design for a dynamic ad.
