interactive investor teases Hargreaves Lansdown with “thank you” campaign

interactive investor (ii) has rolled out a reactive campaign that pokes fun at rival Hargreaves Lansdown for upping its fees.

The online investment platform deployed a campaign welcoming new customers and thanking “a certain competitor”, shortly after HL changed its pricing structure in a way that makes certain products for higher value investors more expensive.

The multi-channel campaign, deployed across print, radio and out-of-home, highlights ii’s flat fee structure. It builds on the “I think, therefore ii” brand platform which was first launched in October last year.

The asset manager teamed up with agency RCP on the campaign.

“This responsive campaign is proof that financial services brands can react quickly to market shifts with confident, culturally aware comms,” RCP said in a statement. “By acknowledging a competitor’s pricing change, we turned a broader industry moment into a powerful acquisition message for Interactive Investor.”