Amova Asset Management has launched one of its most visible brand campaigns to date, taking over buses, trains, bus shelters and more than 100 billboards in Aotearoa New Zealand’s three main centres. The three-month campaign marks a year since the company rebranded from Nikko Asset Management.
“This is about making Amova part of the everyday, while showcasing our global connectivity and strong commitment to helping clients reach their financial goals. A year on from our rebrand, we wanted New Zealanders to see the brand out in the world, on their commute, at the airport and on the street,” says Sharon Evans, Head of Marketing at Amova Asset Management.
The Amova creative carries the line “Amova, a global investment partner since 1959”, with the supporting message, “Where you stand shapes how you invest”. It builds on the distinctive purple identity and arrow symbol the company introduced with its new name last year, and mirrors a global brand push running across other markets, including in Japan, Hong Kong and beyond.
Running at the same time is a local campaign for GoalsGetter - Amova’s investment platform. Developed with creative agency, Chemistry, the campaign is built on the belief that money isn't the goal, the family bach is. Or the overseas trip. Or putting the kids through uni. Nobody lies awake dreaming about investing. They dream about the life it buys them.
Anchored by the rallying line “Got a goal? Go get it.” the campaign ties everyday ambitions to the brand and plays on the word “Getter”, including “Retire-at-55-getter”, “Finally-on-the-ladder-getter” and “Fly-family-back-for-Christmas-getter”.
Every execution drives people to goalsgetter.co.nz, where they can enter a competition to win $500 towards their investment and a financial advice consultation, reflecting the GoalsGetter belief that advisers offering personalised advice helps their clients stay on track toward their goals.
“GoalsGetter is about the real goals people actually have. The word 'getter' gives people something to remember, turning a financial decision into something that feels more personal, helping to create those memorable life moments. We're also heading out onto the street to interview people about what their ‘getter’ is, so we can really understand what motivates them and what it would mean for them to achieve it,” says Ms Evans.
“The investing world is full of big words. But most people don't think about diversifying their portfolio or mitigating volatility – they just want to put their kids through uni, or contribute to their daughter's wedding. Bringing simple, everyday language into a sector that's traditionally complicated was refreshing and hopefully puts GoalsGetter front of mind for people considering investing,” says Matt Watts, Executive Creative Director at Chemistry.
The GoalsGetter creative was developed with Chemistry. Media has been delivered through MediaWorks, Go Media and LUMO, spanning out-of-home, digital and audio across the three main centres.