With challenges like Brexit, the 2022 mini-budget, the cost-of-living crisis, and current political changes impacting global growth, many UK retail investors feel unsure about making adjustments to their investments, fearing their lack of knowledge will negatively impact their long-term wealth accumulation. This uncertainty leads many to opt for low-interest savings or to maintain their current portfolios, resulting in worry and concern over their future wealth and lifestyle goals.
Many retail investors are seeking expertise and strategies that reassure them their wealth is being managed with a knowledgeable and cautious approach that prioritises stability over high returns.
The Merchants Trust, known for its focus on value investing in UK stocks, prioritises stability over high returns. To appeal to retail investors who are navigating the current economic climate and seeking growth without excessive risk, they teamed up with Hub. The goal was to demonstrate how long-term wealth can be built with confidence, enabling investors to focus on their lives rather than the ups and downs of the market.
By creating a 30-second commercial and supporting content, including fund manager videos and articles, Hub brought the visual style for the campaign to life with a human touch, through hand-painted watercolours that were then animated. The focus was on connecting with retail investors who appreciate and recognise that quality plus time equals value. This distinctive visual approach created an emotive and memorable style, standing out amidst the financial sector’s often clichéd imagery.
This campaign highlighted Merchants Trust’s strong track record and focus on well-managed UK multinationals, positioning it as a compelling choice for investors seeking quality and growth.
Hub’s strategic and creative approach reassured investors while reinforcing the brand’s credibility. Through innovative storytelling and striking visuals, the campaign made complex investment concepts more relatable, delivering a distinctive and engaging message that resonated with the target audience.
