Online investment platform Bestinvest breaks the norm in the financial category with Harbor Collective’s multi-channel brand relaunch campaign

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Bestinvest, an award-winning online investment platform, affiliated with Tilney Smith & Williamson, today unveiled “You Work Hard for Your Money, Bestinvest It”, a new £4m multi-channel brand relaunch campaign. The push was developed in collaboration with Harbor Collective, a strategic and creative consulting firm, along with media planning and purchasing by VCCP Media, and is the first work Bestinvest has undertaken since appointing the two organizations in 2021.

As a briefing to relaunch and position Bestinvest to double brand awareness within five years, Harbor Collective worked with an online investment platform to develop strategies and creative ideas to reduce noise.
Bestinvest’s new creative platform engages self-directed investors who want confidence and support in making investment decisions. They work hard for money and are interested in making them work as hard as they do. Investing in Bestinvest is the way to do this. To escape from the daily hustle and bustle, maximize money and achieve long-term dreams. These investors don’t need a complete wealth management solution, but are looking for ways to get the most out of their money with a brand they can trust. Bestinvest reinvents online investing and provides free tools, insights and guidance to help investors plan for the future and make better financial decisions.
With everyone in the financial world speaking the same way, Harbor Collective decided to develop a unique and ownable creative platform to leverage this insight by leveraging Bestinvest’s name in its campaign line. that.”
To bring their campaign ideas to life, Harbor Collective has developed a series of witty scenarios that reflect the daily routine of work life, positioning Bestinvest as a way to escape and reach its goals. The 30-second hero movie directed by Jon Barber of MindsEye shows people working extremely hard for their money in a variety of situations. Characters range from a stuntman who is repeatedly told to smash windows by the director, to a salon owner who goes one step further for new clients in conspiracy costumes until the perfect scene comes out.
A 30-second heroic scene will make its TV debut tonight at The Apollo and Jamie’s Great Britain. VCCP Media also worked with Everyman Cinemas to broker a film campaign that will see a new Bestinvest spot premiere during ‘Top Gun: Maverick’.
Supporting TV and film is Westfield Hammersmith’s hero ‘AUDIO’ outdoor activation, which will break glass and treat passersby to the smashing sound of a stuntman. All media spots are intentionally chosen to complement your creative, increase awareness and help guide people to the right place on their investment journey.
HeadsUp Production is the campaign’s production partner.
Simonetta Rigo, Chief Marketing Officer, Tilney Smith & Williamson said:
“Harbour Collective understands this perfectly and has created something truly unexpected and memorable, which we believe will truly resonate with our hard-working investors.”
Grant Parker, Creative Partner at Harbor Collective, added: “To stand out in the “same sea,” the world of financial services marketing, we have moved as far as possible from the cliches and stereotypes of the sector.
“The scenes in our hero films had to be relatable and realistic, so we picked the talent to reflect that and people would be interested in. We wanted the audience to be able to empathize with the characters and recognize the pain of hard work for money.
“We are excited to launch a campaign that feels really fresh unlike anything Bestinvest’s competitors are doing.”
Tara Marus, co-CEO of VCCP Media, concluded: Working with Harbor, we were able to collaborate to devise exciting and contextual initiatives to amplify creativity across influential broadcast and digital media.”

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