Saatchi Touts Barclays’ iShares

More Savvy Investors the Target of a $10 Mil. Print, TV Campaign
SAN FRANCISCO–The Internet may have made day trading and stock portfolios a reality for most everyone, but don’t think for a minute that financial institutions have forgotten their experienced investors.
Three TV spots and an accompanying print effort are part of a $10 million campaign by Saatchi & Saatchi, San Francisco, for Barclays Global Investors’ iShares program.
The print work kicks off this month, while the TV spots will appear throughout the year on cable stations devoted to finance.
“Our sweet spot is definitely for the more affluent,” Saatchi account director Durk Barnhill said. “What we’ve tried to do is make the scenarios relevant for different sorts of investors and their problems. We are definitely doing these for the savvy investor.”
Barclays’ iShares program allows investors to buy into numerous exchange-traded index funds. The company is touting the shares as a way to play the stock market and also have the reliability of an index mutual fund.
The first spot, titled ” Amerelogic,” shows two men on an airplane chatting about stocks. As the conversation progresses, it becomes increasing garbled. Meantime, a woman sitting between the men daydreams and looks relaxed because she has invested in iShares.
Another spot, “Day Trader,” shows a conservatively dressed businessman visiting a home day trader. As his day becomes more chaotic, the trader considers investing with iShares.
Various other fund options are available through iShares that are more suitable for casual investors.
A future campaign could be geared toward them, Barnhill said.
“If these products take off, the [ads] could take that tack,” Barnhill said.
Saatchi’s worldwide network posts around $7 billion in annual billings. The San Francisco office handles advertising for Procter & Gamble and Hewlett-Packard, among other clients. K