Barclays Global Investors: iShares - An integrated approach

iShares is the world's leading brand of Exchange Traded Funds (ETFs) - a new investment product traded like equities on stock markets across the globe. Established five years ago in the US, iShares looked to become the No. 1 brand in Europe, targeting top-end investment professionals: fund, pension and wealth managers, private bankers and traders. This audience is geographically scattered, time pressured and largely advertising rejecters. The campaign used a series of why questions voiced in the first person, that challenged conventional investment practices with executions integrated across multiple media and in multiple languages across Europe. The communication was personal, immediate and stood out in the context of financial media and netted the campaign an ROI of 265%