For many consumers, investing is an entirely new concept that might as well involve learning an completely foreign language, and the new Manulife campaign captures the feeling that those rookie investors inhabit. The campaign centers around a series of commercials set in a carnival, highlighting the funhouse effect that one can experience when shopping through investment options.
In the main Manulife campaign ad, a couple arrives at a dark, spooky, abandoned carnival. The lights shoot on, and the couple decides to enter, upon which they get bombarded by loony investment plans shilled in the style of carnival barkers. The couple gets plied with phony promises about free investing and guaranteed gains, but they're saved by Manulife's Mystery Woman, who promises are more truthful investment experience.
Carnivalesque Investing Campaigns
The New Manulife Campaign Aims to Uncover the Investment Truth
Trend Themes
1. Investing Education - The increasing need for making investments accessible for rookie investors, presents an opportunity for businesses to create campaigns and initiatives that focus on investing education.
2. Entertaining Investment-friendly Campaigns - The use of creative and entertaining campaigns presents an opportunity for businesses to attract and engage consumers who are new to investment.
3. Transparent Investment Plans - The consumer need for transparency in investment plans presents an opportunity for businesses to create campaigns and services that build trust and offer transparency in the investment process.
Industry Implications
1. Finance & Investment Industry - The finance and investment industry has the opportunity to create campaigns and services that focus on investing education, transparency, and entertainment to attract and engage new investors.
2. Marketing Industry - The marketing industry has the opportunity to use creative and entertaining campaigns to help the finance and investment industry attract and engage new investors.
3. Education Industry - The education industry has the opportunity to collaborate with the finance and investment industry to develop educational resources for novice investors.