Ad Campaign Of The Year: Fidelity Investments

- 03/06/2008

Claire Huang

Fidelity decided to use every-day people to promote its retirement offerings. Former marketing chief Claire Huang coordinated the push behind the campaign to promote Fidelity's Income Replacement Funds, targeting baby boomers nearing retirement in record numbers. The campaign included television ads during the Major League Baseball playoffs on TBS, ESPN's Monday Night Football and CNN, publications including The Wall Street Journal, The New York Times and Money Magazine and retail and advisor advertising materials promoting Fidelity as a one-stop retirement shop. Ad agency Arnold Worldwide was hired for the $20 million effort.

Fidelity has continued its offerings-specific advertising focus, touting the merits of its money market funds, IRAs and a variety of retail mutual funds on a daily basis in daily newspapers, periodicals, trade publications and on billboards.

The campaign is a move away from using superstars to peddle fund firm offerings--last year's winner American Century Investments hooked up with Lance Armstrong to promote its Livestrong line of target-date portfolios and Fidelity won in 2006 for its campaign featuring Beatles legend Sir Paul McCartney.

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