CITIBANK SMITH BARNEY
SYNOPSIS
In the era of e-trade, upscale independent investors were abandoning the institutional investment firms to take charge of their own finances. The learning revealed that saving money on fees and being in control of their finances were the driving factors. The challenge was how to hold on to these consumers and build trust once again. What SmithBarney had on their side is access to much deeper data than the general public and also the fact that the average experience of a Smith Barney financial advisor is 17 years.
The underlying mantra of this campaign was “what you don’t know may hurt you”. This traditional and digital direct response campaign was designed to drive e-trade investors to a SmithBarney advisor and discuss their financial plan.
After this campaign launched Smith Barney had a record amount of calls flooding the advisory center which resulted in a record number of customer sign ups. The revenue increase was record breaking at the time.
CREDITS
CREATIVE DIRECTOR/VICE PRESIDENT | CO-WRITER
MCCANN ERICKSON: MIKE GOLDBERG
