DON'T FOLLOW THE HERD, FOLLOW THE DOLPHIN - BREWIN DOLPHIN
Brewin Dolphin is a wealth manager providing financial advice and investing. Our research with prospective customers found that people who weren’t receiving financial advice were often making some costly mistakes. This campaign captures the value of the advice and service that Brewin Dolphin offer.
Brewin Dolphin is a wealth manager providing financial advice and investing to families and individuals with higher incomes and savings. Historically Brewin Dolphin has acquired most of its new customers though in-person events and personal recommendation. But the pandemic has meant that this acquisition model is no longer as effective so we were tasked with using paid media to introduce the brand to a new audience and support below-the-line digital acquisition efforts.
The wall being faced
Our research with prospective customers found that people who weren’t receiving financial advice were often making some costly mistakes (e.g. pulling out of investment markets the moment there’s a dip, listening too much to financial hype around things like Woodford and Bitcoin; ignoring retirement planning until it’s too late). We knew that the loss aversion associated with these mistakes could be a powerful motivator to act, but the danger was that we would come across as nagging and negative if we focused our messaging on telling people that they were doing things wrong.
Finding the gate
The breakthrough was to use animal archetypes to represent these negative tendencies in a way that was charming and disarming. These caricatured creatures represented some of the key financial mistakes that humans make but by presenting them as ‘animal instincts’ we were able to tackle them without being judgemental. And of course the animal world plays perfectly into the brand’s unusual name and allowed us to introduce a memorable dolphin character as the hero.
Implementation and results
The TV campaign is using Sky’s highly-targeted AdSmart technology to reach a very precise demographic and wealth level with minimal wastage. It is supported by digital display through Sky’s AdVance platform which drives enquiries. The campaign is currently in flight awaiting results.