Fidelity gets personal in first regional digital campaign

'When the time comes' covers Taiwan, Hong Kong, Korea and Singapore.

Fidelity International has launched its first regional digital campaign, 'When the day comes', putting a focus on three major life milestones—starting a family, sending children abroad for studies and retirement. 

Speaking to Campaign Asia-Pacific, Amanda Tibbet, APAC head of marketing for the company, said the campaign presents unscripted real-life stories in the digital format to allow the emotion of the stories to be fully explored. 

The campaign kicked off in Taiwan last month and hits Hong Kong this week, while Korea and Singapore will follow next. According to Fidelity, the videos will run on key online channels as well as Facebook and YouTube throughout the year. The campaign, a follow-up to the 'Let's get together' brand campaign launched in the second half of 2016, also includes Q&A videos in which customers get their queries answered by experts from the company.

"The campaign is based on research which shows that these milestones are times when people naturally reflect on their financial well-being," Tibbet said. "The objective of the campaign is to show investors that Fidelity is an expert investment partner who can help people prepare for the milestones throughout their lives." 

The retirement themed video launched for the Taiwan market has more than 1.2 million views on YouTube. Tibbet said brand and advertising awareness metrics are a focus of this campaign, as was the brand's previous marketing efforts.  

Campaign's view: Fidelity seems to be taking a page from the insurance-brand playbook with a focus on personal stories and the period in people's lives when they are most risk-averse. The more human approach lends a feel-good vibe to the campaign and seems to resonate well with the target audience. 

Note: The brand has not yet supplied the names of any agencyies is worked with on the campaign.