Advisolocity developed Mutual fund marketing campaign for BB&T Funds

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Assignment: BB&T Funds wanted a campaign to address the fact that investor assets had migrated to money markets – and it was now time to test the waters in the market again.

Challenge: How could BB&T Funds attract investors back into the market? With so much money sitting on the sidelines, fearful investors were like deer in the headlights. What could be done?

Solution: We strategized with BB&T marketing to develop a campaign “Get back into the game,” which highlighted the importance of easing one’s way back into the market through a combination of conservative equity fund and a high-quality bond fund. The creative team consisted of Charlie O’Neill, creative direction; John Drachman, copywriting and Zach Hedges, design.

Projects:

Undertake a straw man exercise to work through the campaign idea and build conviction and consensus from senior management
Write, design and produce a colorful eight-panel brochure with pocket for the sales people to use with client

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This mutual fund campaign highlighted the importance of easing one's way back into the market.