Redefining the meaning of success

Investec Private Bank needed a campaign that not only addressed their ambitious business requirements but also established meaningful awareness in a market which is dominated by traditional Private Banks. With a spontaneous awareness of just 4% it was clear that potential clients didn’t know who IPB was, what they offer, what they stand for and what the potential benefits are to them. 

Through research into the audience, we recognised that they were amongst the most ambitious and intelligent people on the planet, driven by creativity and challenges rather than wealth itself (their wealth being a biproduct of their success).

Our platform was built on Investec Private Bank’s core offering of “providing capital to allow their clients to self-make, to build their future, to multiply their success.”

Our campaign “Redefining Success” aimed to do exactly that – prove to prospective clients that Investec Private Bank understand better than any of the competition what success truly means to them.

We used simple imagery as a backdrop to our bold messaging informed by research to create thought provoking propositions which would resonate with our audience. The campaign focussed on large format, highly targeted, quality media, all driving towards a tailored campaign landing page detailing case studies which added further context to our messaging.

Our target was to generate 800 new clients per year, and we’re currently driving over 4,000 potential clients to the site per month.

Average daily visits to Investec Private Bank & Success landing pages have increased 220% following campaign launch.

Organic search, paid search and direct traffic increased 72% following launch. Paid search: (Google FS benchmark 2.91%) – our results are currently at 15.8%.

Phase 1 Delivery and Results