Hartford Mutual Funds set out to create their own identity and unique brand positioning.
They came to SapientNitro with a simple proposition: "Make us known for our global expertise and products."
They weren't top of mind among their audience of financial advisors for those types of investments. What they needed was a simple, clear message that put a stake in the ground for their position in the global fund category.
Our strategy:
Simply remind financial advisors that smart investing is about the people behind the portfolio – their experience, insights, and expertise.
The currency featured in each ad represents the top holding of that respective fund.
Results:
Unaided brand awareness for global funds climbed from 25 in the category to number 7