PhillipCapital’s New Campaign: Poetry Meets Investing
PhillipCapital has launched an innovative campaign using its investment platform, POEMS, to attract younger investors by blending the art of poetry with financial investment concepts.
Campaign Highlights
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Core Message: The campaign emphasizes the idea of “Invest in something that lasts,” paralleling investment portfolio building with writing poetry, both requiring intention, patience, and a long-term outlook.
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Hero Film: A 90-second film features Singaporean typewriter poet Adam Tie (@thenovelencounter), who shares his personal investment journey. Instead of a finance influencer, Tie was chosen for his relatable story of overcoming initial intimidation around investing with the help of an investment professional.
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Creative Approach: The film humorously reinterprets common investment terms, illustrating the fears and uncertainties faced by new investors. For instance, “ETF” becomes “Extremely Terrifying Fund,” and DCA is humorously rephrased as “Don’t Cry Anymore.”
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Target Audience: The campaign is aimed at young professionals aged 25 to 35 beginning their investment journey and those aged 30 to 45 seeking a reliable long-term investment platform.
Beyond the Film
Developed with Epic Dialogue, the campaign extends to social media snippets, Performance Max assets, and outdoor advertising executed by POEMS’ in-house team.
Celebrating Milestones
This campaign coincides with the 30th anniversary of POEMS and follows PhillipCapital’s 50th anniversary in Singapore. It seeks to introduce POEMS to a crowded investment market increasingly focused on low fees and rapid trading.
Positioning Strategy
PhillipCapital is redefining its outreach by not only emphasizing its extensive market access and professional investment expertise but also by focusing on emotional narratives that connect with newer investors. The name POEMS, originally standing for “Phillip Online Electronic Mart System,” is leveraged metaphorically to illustrate its role as a supportive partner in the long-term investment journey.
Future Directions
The initiative is positioned as the beginning of a larger narrative. Upcoming stories of investor experiences will reinforce the message of long-term investing.
Director Insights
Takako Masumura, marketing director at PhillipCapital, highlights that POEMS’ legacy is strong but underutilized with newer generations. Meanwhile, Eric Sim from Epic Dialogue emphasizes that Tie’s involvement isn’t about endorsement but rather representation of common feelings among potential investors, making investing feel more accessible.
Conclusion
PhillipCapital’s campaign exemplifies a growing trend among financial brands to utilize unconventional ambassadors to demystify investment products and make them approachable, reflecting a shift towards emotionally resonant marketing strategies in the financial sector.
Related Campaigns
- Income Insurance: Highlighting flexibility through a campaign featuring a world record-holding flexibility artist, aiming to illustrate their investment-linked products in a relatable manner.
For further exploration of creative financial marketing strategies, see the related articles on other engaging campaigns.
