iShares ETF: Eleanor T. Fitzsimmons
iShares needed to broaden investors' perception of ETFs beyond basic functions. The objective was to highlight the diverse applications and greater potential of iShares ETFs to a target audience of investors seeking new portfolio perspectives.
Creative Idea
The campaign used an exaggerated child prodigy's biography to illustrate ETF versatility.
This campaign used the exaggerated biography of a prodigy, Eleanor T. Fitzsimmons, to humorously illustrate that iShares ETFs, like Eleanor, possess unexpected and greater capabilities than commonly perceived, challenging investor assumptions.
Creative Strategy Deconstructed
Company
iShares, as a leading ETF provider, had the credibility to challenge perceptions about investment products and their potential.
Category
The financial category often presents ETFs as simple, passive investment tools, limiting investor perception of their full utility.
Customer
Investors often underestimate the versatility and potential of ETFs, seeking new perspectives on portfolio management and usage.
Culture
A cultural appreciation for prodigies and unexpected achievements provided a relatable and engaging narrative framework for the message.
Company
iShares, as a leading ETF provider, had the credibility to challenge perceptions about investment products and their potential.
Category
The financial category often presents ETFs as simple, passive investment tools, limiting investor perception of their full utility.
Strategy:
Challenge investor assumptions about product capabilities by demonstrating unexpected potential through relatable narratives.
Customer
Investors often underestimate the versatility and potential of ETFs, seeking new perspectives on portfolio management and usage.
Culture
A cultural appreciation for prodigies and unexpected achievements provided a relatable and engaging narrative framework for the message.
Strategy:
Challenge investor assumptions about product capabilities by demonstrating unexpected potential through relatable narratives.
Strategy Technique
Exaggerate to Reveal the Truth
By comically exaggerating Eleanor's precocious achievements, the campaign highlights the often-underestimated versatility of iShares ETFs. This dramatic overstatement effectively reveals a deeper truth about the product's capabilities.
Explore Technique
Creative Technique
Story-Driven Campaign
The campaign narrates the incredible, exaggerated achievements of a fictional child prodigy, Eleanor. This engaging storytelling technique captivates the audience while subtly conveying the brand's message.
Explore Technique
