Hargreaves Lansdown Switch your money ON
Hargreaves Lansdown were the biggest investment provider in the UK, but with growth stagnating they had tapped out their own base. To return to growth they needed to change their approach of just speaking to enthusiastic, self-described ‘investors’ and instead target the cash loyal savers who had plenty of money to invest, but were too risk-averse to do it.
SWITCH YOUR MONEY ON was a two-phased integrated brand-response campaign. Using loss aversion, it showed cash savers that their money in cash was “switched-off” and by switching to Hargreaves Lansdown it could be “switched-on”, providing a compelling reason to invest in a Stocks and Shares ISA in the lead-up to the annual deadline.
Our neon sign illuminated our loss aversion strategy, creating an unmissable brand asset that we leveraged across owned, earned and paid touchpoints from TVCs to CRM, creating instant recognisability for the brand in a cluttered and undifferentiated category. Across the three years the campaign ran we created £54m of additional revenue, increased the Hargreaves Lansdown customer base by 745,000, and achieved a return on marketing investment of 770%. Not to mention a Bronze IPA Effectiveness Award in 2022.
