Monday, September 22, 2008
OpFunds Revises Ad Strategy
Reported by Erin Kello
has changed up its advertising strategy. The company said today that its new campaign marks the first significant change in its advertising strategy in seven years. The campaign, christened, "Numbers," is designed to show that data about people's financial situation is more than just cold, hard facts.
The campaign, targeted to financial advisors and investors, will run via television, print and online media.
"We needed to re-assess the marketplace to put in place a campaign that is aligned with where we are going, " Bruce Dunbar, senior vice president of corporate communications at OpFunds, told the MFWire
. Dunbar said the campaign began Monday with print ads.
OpFunds usually spends between $15 and $20 million annually on adverting, Dunbar said. This has been pretty consistent over the last five years and is expected to continue going forward, he added.
OpFunds worked with ad agency, EURO RSCG
, to develop the ads.
NEW YORK, Sept. 22 /PRNewswire/ -- OppenheimerFunds, Inc. (OFI) today announced the launch of Numbers, a new advertising campaign that combines solutions-based messaging with cutting-edge digital animation. Developed in conjunction with advertising agency EURO RSCG, Numbers will appear in television, print and online media, in vehicles aimed to reach both professional financial advisors and investors. It marks the first major advertising change for OFI in seven years and replaces the long-running and successful Hands II/Achievement campaign.
Created with the understanding that most people are faced with inordinate amounts of financial data every day, Numbers is designed to show that this information is more than just cold, hard facts. In reality, the numbers form the pathway to reaching financial goals and personal dreams. The strategy behind the campaign is to demonstrate that OFI is a company that can help make sense of the numbers and has many different product offerings that, along with the advice of an advisor, can help simplify the financial planning process for investors.
"Today's investment world revolves around numbers that come at us with astonishing speed and volume," said Bruce Dunbar, Senior Vice President, Corporate Communications at OppenheimerFunds, Inc. "As a leading asset manager and advocate for sound financial planning, one of our most important jobs is to help advisors and investors make sense of these numbers and understand how to use them as they strive to achieve their financial goals."
Numbers uses digital animation techniques created by BLIND of Santa Monica, CA, to create a world that is literally made up of numbers. In each advertisement, a character emerges from these numbers and begins a journey toward a personal dream. Upon reaching that destination, the animated world transforms into a color, live-action world where the character lives out their dream. The narration or copy in each ad asks, "You're in the markets, but what do you want your numbers to add up to?" and then demonstrates how OFI can help investors answer that question in a way that is right for them.
The first series of advertisements will highlight the importance of long-term investing and speak specifically to investors seeking a balance of risk and reward through asset allocation. Advertisements in the latter group highlight the Oppenheimer Portfolio Series funds. An additional series of advertisements focused on retirement planning using lifecycle funds will be introduced later this year.
While the new creative takes a more modern, contemporary approach, certain key elements from the former campaign will continue to be used, including the tagline, The Right Way to Invest; the extensive use of black and white imagery; and the same musical signature.
"We look forward to building upon the strong brand presence created by our previous efforts to further deepen our relationships with advisors by providing them with the tangible information they need to have more meaningful interaction with clients and giving those clients ideas they can discuss with their advisor," said Dunbar.
Numbers will also be supported by a specially constructed micro-site that will provide another level of information about the Company and products highlighted in the ads.
About OppenheimerFunds, Inc.
OppenheimerFunds, Inc. is one of the nation's largest and most respected investment management companies. At June 30, 2008, OppenheimerFunds, Inc., including subsidiaries and controlled affiliates, managed more than $225 billion in assets, including mutual funds having more than 6 million shareholder accounts.
Shares of mutual funds are not deposits or obligations of any bank, are not guaranteed by any bank, are not insured by the FDIC or any other agency, and involve investment risks, including the possible loss of the principal amount invested.
The products and services of OppenheimerFunds, Inc. and its controlled affiliates include: mutual funds, hedge funds of funds, qualified retirement plans for individuals and corporations, investment management for institutions and sub-advisory services. OppenheimerFunds is widely recognized as a leader in educating and empowering investors and for its award-winning customer service.
Before investing in any of the Oppenheimer funds, investors should carefully consider a fund's investment objectives, risks, charges and expenses. Fund prospectuses contain this and other information about the fund, and may be obtained by asking your financial advisor, calling us at 1.800. 525.7048 or visiting our website at www.oppenheimerfunds.com. Read prospectuses carefully before investing.
Oppenheimer funds are distributed by OppenheimerFunds Distributor, Inc., Two World Financial Center, 225 Liberty Street, 11th Floor, New York, NY 10281. OppenheimerFunds, Inc. is a member of the MassMutual Financial Group and is not affiliated with Oppenheimer & Co, Inc. or Oppenheimer Capital. (C) Copyright 2008 OppenheimerFunds Distributor, Inc. All rights reserved.
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