S&P DOW JONES INDICES
A visually arresting advertising campaign provides a rich and adaptive platform for promoting S&P DJI’s competitive strengths
S&P DJl's investment in rich media display has delivered CTR over 200% higher than the financial services industry average every year.
The campaign's epic imagery captures audiences' attention with impact, immediacy and memorability.
Individual ads are addressed to a specific audience within S&P DJI’s vast footprint and deliver a targeted value proposition.
In iconic black and white, the photographs focus the reader on the soul of the subject, without the distraction of color.
The "More to It" campaign deployed through 300+ units globally in 7 languages, delivering over 200 million impressions.
The campaign achieved an aggregate CTR of 0.31% year over year.
Challenge
After a decade of campaigns that smashed financial services advertising metrics, S&P DJI was still grappling with an enviable yet frustrating brand challenge. The ubiquity and strong brand association of its flagship benchmarks, the S&P 500® and DJIA, were unexcelled in the marketplace. But it wasn’t clear that investors were fully aware of S&P DJI's unrivaled capabilities, including proven methodologies, global exchange partnerships and countless ETFs and funds.
Solution
We saw an opportunity in the substance of the brand and in the surprising facts and stats S&P DJI had to offer, proving its leadership. The “More to it” campaign exemplifies the brand’s lesser-known, yet very compelling, proof points and pays off “more” with specificity. S&P DJl's investment in rich media display has delivered CTR over 200% higher than the financial services industry average every year.
