Partnering with St. James’s Place in engaging a younger audience to consider an even brighter financial future.
St. James’s Place need no introduction. One of the largest wealth management and financial advice companies in the UK, they are trusted with £181.9bn of client funds.
The majority of their private clients fit an older demographic profile (60-75yrs), they came to Halo to engage a younger, entrepreneurial audience.
It’s simple, SJP wanted to reach an affluent, 40+ audience with a range of financial services for multiple life stages, but an extensive brand survey of 5k people told them they were seen as ‘old money, old school’; austere and trusted, but not representative of a modern, contemporary outlook or lifestyle.
They wanted to change audience perceptions. And make a move from imposing stone columns to relatable financial partner.
Advertising to change perception
We started by shaping a strategy that spoke to our audience with relevance and a dash of humour. Bringing warmth to the SJP brand; making advertising that felt relatable, yet still aspirational. The ‘Made Personal’ proposition finding and striking exactly the right balance.
The campaign leans into life stages, playing with ideas around ambition, responsibility and choice. Photography has a soft natural light and the design system is clean and clear, with subtle touches that elevate the creative to a premium feel.
The new strategy extended to tactical advertising for Private Clients, with learnings from student audience research helping to shape a complimentary Graduate Recruitment campaign.
All three campaigns were successful, but also became significant informing the strategic direction of the subsequent rebrand.
