MDB helps Chevy Chase Trust Stand Out Again in Financial Advertising’s Sea of Sameness.
In a new campaign from MDB Communications, Chevy Chase Trust’s Agency of Record, the turbulent world of financial investing is likened to a violent ocean, and the type of investing Chevy Chase Trust practices is likened to a beacon that is “available to a select few.” The select few are the investors of high net worth that Chevy Chase Trust attracts with their unique style of investing.
Chevy Chase Trust’s unique “Thematic Investing” approach is intended to build equity portfolios of companies that Chevy Chase Trust believes are positioned to capitalize on powerful, secular trends, disruptive ideas, innovations, and economic forces. According to Stacy Murchison, Chief Marketing Officer for Chevy Chase Trust, “The advertising for our brand must differentiate us in the sea of sameness that is financial advertising. The image we project requires taste and sophistication.”
The thirty-second message is a tour de force of subjective camera work, taking the viewer on an emotionally unsettling journey at sea, the only relief being a distant beacon, all to a soundtrack that adds to the tension.
“It’s spellbinding,” said Murchison. “It’s a beautiful addition to our already captivating campaign.”
The integrated campaign is a media mix of curated television placements, along with digital and print. The television campaign recently launched in the Greater Washington region on NBC’s Meet the Press, along with signature golf events, and will soon appear on CBS’s Face the Nation, CNBC, Fox Business News, and other high profile sporting events. The television initiative is strategically paired with digital efforts, including OTT, digital video and branded elements, and print ads in the WSJ, as well as lifestyle publications. Together, the campaign elements present Chevy Chase Trust to high-net-worth investors in a very differentiated light.
According to Carole Reuschle, VP, Media Director with MDB, “To reach this very unique audience, our media plan is as uniquely crafted as the advertising.”