Derrick creative agency

PORTFOLIO

Low fees made famous.

Creative Strategy
Film and Video
Content

PORTFOLIO

Low fees made famous.

Creative Strategy
Film and Video
Content

WHAT MATTERED

The retirement investment market is crowded with big brands and complex messaging. 10X Investments had a powerful advantage but it was hidden in plain sight: significantly lower fees. Our challenge was twofold; to make people aware of the brand, and help them understand why fees matter so much to their retirement savings. So, awareness alone was simply not enough. The audience needed education too.
“10X VALUES SIMPLICITY AND CLARITY AND THE DERRICK TEAM HELPED US DELIVER A CLEAR, SINGLE-MINDED MESSAGE IN A HUMOROUS AND ENGAGING WAY.”

Alice Cumming - 10X Investments, Marketing Manager

BRAND JOURNEY

We took consumers on a journey through fees. From brand-building advertising, communicating the benefit of paying low fees; to demonstrating 10X Investment’s commitment to supporting low fees with strong retail offerings where our client literally absorbed the fees for the promotional period, to launching a suite of tailored investment savings products.
10X Investments Rebuild with Zero financial services behaviour change campaign

OUR SOLUTION

We made fees the main event. Through clear, simple and entertaining education, we demonstrated how even small differences in fees can dramatically affect long-term retirement savings.
Working closely with our media partner, we built a tightly integrated campaign across, TV, radio, online marketing and multi-platform social media content. Each channel reinforced the same central idea that the less you pay in fees, the more you keep for retirement.

IMPACT

Within six months, the campaign dramatically increased awareness of the brand. 10X Investments moved from being a largely unknown investment brand to one that South Africans increasingly recognised and understood.
Spontaneous recall
+ %
Prompted recall
+ %

PRESS

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