Carmignac was to launch a range of six OEICs into the UK adviser market, Fin was briefed to define the positioning to drive the campaign’s advertising and support materials.
Carmignac’s entry into the UK OEIC adviser market brought a number of challenges, primarily an overcrowded market with a multitude of fund offers from larger and more well-known managers.
We needed to ensure that Carmignac’s OEIC offer had something fresh and appealing to give the adviser to take to their client.
We reviewed the sales decks of all six funds, following which we met and discussed the OEIC offer and the UK market with Carmignac’s Head of UK Business Development.
On the merits of all funds and the market saturation, we decided Carmignac should lead the campaign with one of the six OEICs, a spearhead fund rather than all six funds at once. This fund would stand alone on its own impressive merits but also introduce its partner OEICs.
We advised to use the Carmignac European Leaders fund as the campaign lead. From this we interviewed the European Leaders’ product team to supplement what we had learnt from the fund deck and fact sheet in understanding the core positioning for this fund.
We defined and created a benefit led proposition of a distinctive stock evaluation process, strong and active conviction, and the manager’s proven expertise leading the European Leaders fund.
These benefits we summarised into a value proposition that after screening only 3% of the entire investment universe of European stocks meets the fund’s standard required, which was taken into the advertising campaign theme by the global agency as only the best of the best make it into this fund – ‘Europe’s finest’.