Fidelity centres life goals with ‘Be Invested’ brand campaign

Fidelity has launched a new brand campaign which aims to showcase the tangible benefits of investing.

Titled ‘Be Invested’, the platform is designed to inspire people to think about investing differently by tying it to tangible personal goals.

The campaign centres on a 30-second hero film showing the journey of a couple through key milestones such as meeting, marriage, parenthood and retirement.

‘Be Invested’ will run across both on and offline channels using a mix of AV and static formats. Fidelity plans to evolve the campaign throughout the year, encouraging engagement and conversations with investors.

Fidelity partnered with creative agency AnalogFolk on the campaign.

Jamie Bullock, Chief Marketing Officer, Global Platform Solutions, Fidelity International, said: “Our new platform, “Be Invested,” is rooted in the insight that investing, for most people, is a means to an end. Whether they’re new to investing or more experienced, investors are focused on creating positive outcomes and financial security for themselves and their families.

“The campaign looks to encourage a mindset shift from simply putting money away to actively participating in a journey, aligning your investments with your values and aspirations. With an internal manifesto underpinning all aspects of the campaign, we’re committed to supporting our customers to achieve their goals.”

Matt Dyke, Chief Strategy Officer, AnalogFolk Group, said: “Too often investing is thought of as just a financial act. But in terms of the impact on what matters in people’s lives, it really means much more than that. Fidelity understands this need to take the long-view on investing better than anyone”