Investing in real family values

We cured people's reluctance to invest by creating the trust they were lacking in today's financial dysphoria.

You’ll never convince someone to invest their hard-earned money with you unless you have their trust.

So it made sense that when Fisher Funds briefed us to promote their KiwiSaver products, they wanted to be positioned as approachable and family oriented.

If Kiwis knew anything about Fisher Funds, it was their CEO, a high profile industry spokesperson and respected personality, Carmel Fisher. To build trust, it was natural to choose Carmel to front a series of 3 TVCs. In our experience, people trust people far more than they trust companies.

We shot Carmel within a range of different home environments, emphasising Fisher Funds’ family values, and helping to establish the company as warm, friendly, knowledgeable and most importantly - trustworthy.

The campaign helped raise Fisher Funds’ profile and created a strong framework for other media activity.