Challenge

CI Investments always relied on broker marketing so they were unknown with consumers.

Insight

Baby boomers love there golf. It’s a love hate relationship.

Best Test

On the media side we tested golf sponsorships. The results led us to sponsor the Masters and expland to curling.

Creative

TV/Video
Digital

Results

In two years, CI tripled its brand awareness going from the no.11 to no.3. And “advertising” leap-frogged “financial advisors” as being the primary source of awareness.