With a strong brand in Asia, Eastspring Investments wanted to raise awareness in Europe. Our team was selected to design and deliver an integrated campaign focussing on Eastspring’s Emerging Markets capabilities. Each of the elements of this campaign is outlined below.

In-depth industry research

The campaign started with in-depth research conducted by the Last Word research team. This resulted in a detailed research paper covering fund selector attitudes towards emerging markets, and provided a number of key insights used throughout the campaign.

Round table session

A round-table event was hosted by Eastspring in London. All planning, logistics and event management were covered by the Last Word team. We were there to film the event, and from this an engagement platform (round-table microsite) was created, with plenty of content flowing from the event. Click the image below to view this microsite in full.

Hero video to profile GEM capability

The team travelled to Singapore to capture interviews and other footage to create a “hero video” profiling Eastspring’s GEM team. As with all of our editorial-style videos, this was produced without scripting in advance, and led to a true-editorial video with authentic narrative and very high production values. See the video below.


Digital whitepaper format for deeper insight

As the next step, the the digital team developed a tool which enabled fund buyers to look at Eastspring’s offering in much more detail. But rather than doing this in a stale, two dimensional and analogue format, we created a digital whitepaper for Eastspring. Bursting with deep content and built form mobile (and responsive to all other devices) this truly is a superb format. You can sample this below soon (when it goes live).

A full distribution package

Completing the circle of this integrated campaign, Last Word developed a full distribution package comprising branding va digital ads across Portfolio Adviser and Fund Selector Asia, associated print adverts in both publications, and email campaign via the Portfolio Adviser and Fund Selector Asia bulletins, and a tactical social distribution plan to dovetail with the client.

In all, this fully integrated campaign spanning research, a round table event and content, a hero video, three digital white papers and a distribution package, gave Eastspring the boost it needed to reach more of its target audience in Europe.