AMP Capital collaborated with parent brand AMP as well as senior stakeholders and research agencies to revitalise their brand and take out Money Management’s Marketing Team of the Year for 2012.
The fund manager seized on AMP’s rebranding efforts following their merger with AXA, and after research revealed AMP’s position in decline with advisers from 2007. They aimed to forge an identity with promise, energy and dynamism.
AMP Capital’s marketing team directed a total rebrand, including new logo design and brand repositioning, and produced three advertising campaigns showcasing the investment funds’ uniqueness and experience.
Leveraging off parent brand, AMP allowed the fund manager to wrap the inherent values and experience of AMP’s 160-year heritage in a contemporary package achieved through typography.
The extent of AMP Capital’s reversal in popularity was evident in Wealth Insights 2011 Adviser Market Trends from Q3 2011 which showed the fund manager as one of a few to improve in popularity over the year.
The company’s standing amongst advisers who viewed their campaign improved dramatically, registering a 43 per cent increase in approachability and 40 per cent improvement in trust.
Colonial First State (CFS) just missed out with their ‘Wealth generation integration’ campaign which aimed to create an ‘imagined community’ among potential CFS investors and position the fund manager as a ‘helping-hand’ brand.
They also wanted to increase adviser preference of the FirstWrap platform, and saw $212 million flow into the platform over the campaign period.
CFS’ campaign involved a website acting as an information hub, an ongoing superannuation rollover campaign, conversion to a paperless environment and their annual ‘Super Top-up’ campaign.
In its’ second year, the annual ‘Super Top-up’ campaign garnered $200 million in consolidation superannuation money in 2011, while the conversion of over 6 per cent of investors to email communications saved Colonial $440,000 and 9.2 tonnes of paper annually.
