Brief
Introduce long-standing but little heard of American global investment bank T. Rowe Price to the Asian investment market.
Insight
To be a global investment player in Asia you must have the confidence and knowledge to perform in all regions.
Idea
Confidence is knowing your investment manager is adept in all conditions. Using the T. Rowe Price brand emblem of the bighorn sheep stood confidently over the Hong Kong skyline the communication boldly and distinctly communicated the firms confidence and sure-footedness in the region. To create further stand out in a crowded market place some of the largest and most innovative outdoor sites in Hong Kong were utilized alongside conventional media spaces like press and digital banners to create a high impact campaign.
Results
The campaign proved such a success that it has been rolled out in Singapore, Frankfurt, and Milan to date.