To create a more advanced, updated version of our globe to reflect our campaign moving forward.

‘Globalize your Thinking’ was a multi-media rallying cry that questioned conventions, challenged industry-isms and demonstrated to advisors the need to think in a more globalised manner.

Microsite – Through provocative graphics and the telling of our stories behind our investment decisions Globalizeyourthinking.com helped advisors understand the need to globalise their thinking and educate their clients.

Banners – Instead of conventional banners, we created engaging quizzes to challenge advisors global IQ.

Videos – We brought to life complex financial concepts through engaging infographics that tangibly demonstrated to advisors and investors the importance of globalising their thinking.

Print – Provocative print executions in publications with a global appeal included QR codes, which drive to mobile quizzes that tested global knowledge.

Social Media - Timely updates from OFI’s investment teams were designed to align with trending global topics on Twitter & YouTube.

Despite dramatic uncertainties in the global financial climate, we were able to gain significant increases in sales and awareness. From launch 2/2011 to 2/2012:Sales among advisors exposed to the campaign were 39% higher than those not exposed.Almost 3 in 4 advisors who saw the campaign were more likely to recommend our Global/International funds.

Advertising drove over 400,000 unique visitors to the site with over 69,000 video views.Correlated with advertising spend, awareness of the GYT campaign increased significantly from 16% at the start of the campaign to 38% by year-end.

(Source: OFI campaign research 2/2011 through 2/2012)