BlackRock kicks off investment sell

BlackRock, which acquired a majority stake in Merrill Lynch Investment Managers through a US$9 billion deal, has kicked off its communications platform for its Global Fund Series product, a three-tiered offer targeted at the traditional audiences for investment products, including ‘mum and dad' investors and retirees. The three products offer investment options globally, rather than reflecting the current financial focus on China and India, and include options from "safe to aggressive" plans. The push builds on the OgilvyOne-developed brand platform rolled out in Q4 2006, which communicates the message that ‘Opportunity favours the prepared mind'.

"These executions contain elements and are linked to the notion of preparedness, and the four main pillars of their business: technology, people, a global perspective and importantly, performace," said Greg Carton, business director, OgilvyOne Hong Kong.

Kicking off in Hong Kong, the burst is expected to extend to other markets from the end of April, including Taiwan, Japan, Korea, Singapore and Australia.

The campaign includes print -  newspapers and magazines - online and outdoor executions.
The outdoor creative uses special lenticular displays, which alter their appearance depending on the angle that the consumer is viewing it from.

"The big challenge is to get into peoples' consideration set," said Carton.

"The key thing for us is we have to get people familiar with the BlackRock name, purely making sure the equity is transferred from Merrill Lynch to BlackRock. From a product level, it's a competitive landscape in Hong Kong as a single market, so you have to be able to standout," he added.

MindShare is handling media planning and buying as the company's global agency-of-record.