AMP Capital wanted to engage 2,000 specialist SMSF Financial Advisers for the first time – and through them, their clients – with a new suite of Self Managed Super Funds.
To achieve this we positioned AMP Capital as the innovative thought leader. On the back of a survey of AMP Capital’s SMSF clients, we created a value exchange of invaluable insights – in the form of a Report – into the current and future behaviour of SMSFs and the opportunities they present.
Our idea took the well-known thought of Blue Sky Thinking, and simply pushed it to a bigger space, Black Sky Thinking. We created the ‘Black Sky Report’ and used this as the hook to capture Financial Advisers’ details. We created a Black Sky Thinking landing page, eDM series and video series, featuring AMP Capital Fund Managers discussing opportunities across our SMSF products.
Results: 155% of target within the first month and a 20.8% response rate.
Highly Commended – AC&E Awards.
Winner – AMY Award for Best Digital Advertising or Communication in Financial Services.