Macedonia has some of the lowest financial literacy in the region, and investment funds are still new here. WVP wasn't fighting for a share of a category people understood - it was talking to people who didn't know the category existed. Arguing why one fund beats another is useless when nobody knows what a fund is in the first place.
We built on the one thing everybody already understands: taking care of something that matters more than money. The master TVC follows a life - boy raised by his father, growing up, becoming a father himself - and lands on the comparison that carries the proposition. The care he was given is the care WVP gives your assets to grow.
A multi-channel 360 rollout that sold the category and the brand in the same breath, reframing investing as a way of saving money rather than a gamble. The TVC ran as the master asset, backed by WVP's certified in-house advisors and succeeded in reaching over 20 million impressions in a market of well under two million people.
In four months, top-of-mind awareness went from 13% to 17% while every competitor stayed flat or fell. People who had heard of WVP rose from 14% to 24%, positive sentiment from 50% to 80%.
Pillars used: Strategy & Decisions · Creative & Production
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