An advertising campaign zeroes in on global warming and sustainable investing.
FTSE Russell
Challenge
FTSE Russell has long been at the forefront of the investment industry in facilitating the transition to a sustainable economy. Indeed, the firm places climate change among today’s most pressing financial challenges—a potential systemic threat to the financial system and a material risk to investors.
Over the past two decades, the firm’s deep relationships throughout the investment value chain have enabled it to shape sustainable goals by supporting collaboration among issuers, investors and policymakers, notably around such issues as ESG, Socially Responsible Investing (SRI) and reduction of carbon emissions. However, as the firm expanded its family of targeted indexes, its marketing efforts lagged behind. With SRI accounting for more than $40.5 trillion AUM globally, it was evident that the field was fast becoming mainstream—and that FTSE Russell needed to break out from an increasingly noisy competitive environment.
Solution
Rolled out globally with a focus on the EMEA region, the “Heating Up” advertising campaign provided a memorable expression of FTSE Russell’s commitment to sustainable investment, reflecting the priorities of climate-driven investors. The creative use of thermal imaging and heat mapping served as a powerful metaphor for global warming, addressing concerns about climate change with striking visual impact and immediacy.
The campaign brought greater awareness of FTSE Russell’s extensive specialized climate data and analytics, yielding over 3.5 million digital impressions and consistently outperforming CTR benchmarks.
