Due to the political climate, there was a lot of uncertainty and volatility in the market. Historically, investors tended to react impulsively and drop out of the market due to fear. We had a crucial statistic proving that this was a bad idea showing that long term investing yields better results. We wanted to remind investors that freaking out is not an investment strategy.

We wanted to communicate that freaking out is not an investment strategy. We took the native language of the internet—funny animal videos—and used it to deliver a simple and powerful message for financial advisors during a period of economic uncertainty. Each animal is shown doing almost nothing. Reminding investors not to overreact when the market goes down and to stay invested.

Due to recent events, (US election, the Russian investigation, China trade wars) economic uncertainty was on the rise. Financial advisors were starting to over-react and pull out of the stock market. We wanted to counter the panic with a campaign that cut through the bad news dominating financial news. We knew these messages would radically stand out from messages of fear and panic. And humor has a way of reducing stress. The call to action: Challenge Impulse. When the investor clicked the banners, they were taken to the OppenheimerFunds site which displayed powerful statistics that proved in long-term investing was more rewarding.

The current political climate had created uncertainty in the market. Investors were reacting to market volatility with fear. We created simple yet powerful messages to stop investors in their tracks. The work is specifically designed to be simple, uncomplicated and uncluttered, a simple human message. We wanted it to stand in stark contrast to typical financial advertising that takes itself too seriously. Most financial advertising is filled with complicated graphs, serious financial-speak and stereotypical imagery. We worked from stock footage and created pre-roll, banners and Facebook and Instagram posts. (In addition to film and OOH.) We ran the work on news platforms like CNBC, CNN, and Wall Street Journal. We ran it in elevators at their office buildings, as well as on social platforms like Facebook and Instagram. The time-line from concept to placement was just 6 weeks.

Audiences had an extremely positive sentiment about the messaging, and they shared it on social media organically, adding to our paid impressions.

Metric Takeaways

• Across all video inventory (skippable + non-skippable), Lazy Dog and Lazy Sea Lion have performed on par or above the 2018 VCR benchmark of 67%

o Lazy Sea Lion garnered a 77% VCR and Lazy Dog garnered a 67% VCR

• Across Facebook and Twitter, Lazy Sea Lion and Lazy Polar bear are both exceeding the 2018 Social VCR benchmark of 3.22%

o Lazy Sea Lion has garnered a 3.94% VCR and Lazy Polar Bear has garnered a 5.39% VCR

Across all Video Inventory (Skippable + Non-Skippable ) we saw a total of 2,392,463 engagements.

Lazy Dog: 2,015,312 engagements

Lazy Sea Lion: 377,151 engagements

Across Social (Facebook and Twitter) we saw a total of 310,430 engagements

Lazy Dog: 44,629 engagements

Lazy Sea Lion: 182,045 engagements

Lazy Polar Bear: 83,756 engagements