Challenge:

• Following the acquisition by the Bank of New York, Insight Investment had a dual challenge.
• First to educate the new sales force about the strengths and characteristics of Insight’s sophisticated fund range and second to deliver the videos within an exceptionally tight time frame when resources were very tight.

Solution:

• Video is a flexible tool but needs focus and clarity to meet its objectives particularly when there are disparate audiences. Fund managers only have limited time on their hands and are not all confident participants in the medium, so we needed to ensure that the master video for each fund included collateral for the sales force, individuals researching the fund as well as an “elevator pitch” segment that could be used across Insight’s marketing effort – typically as a rollover “teaser” for the full video.
• We had to make the video content informative, educative and entertaining with production value to a standard you would expect from a piece of TV broadcast material.

Implementation:

• With a tight turnaround, we utilised the Lansons Live studio, on location filming and both our fixed and mobile edit suites to ensure the hour long final cut of material could be created, signed off and mastered as quickly and efficiently as possible.

Outcome:

• The videos were distributed at the sales force training day and then promoted within Insight’s general campaign activity – distributed as part of regular intermediary mailings and through banner advertising on the channel websites as well as within Insight’s online advertising campaigns.  
• Traffic from Insight’s home page to the fund specific information increased by 56% over the period that the videos were promoted.
• Further distribution was made through Insight partners who used the videos as educational tools for their own sales forces by providing links to the Insight website and promoted them as part of their own campaign activity to their IFA connections.  In addition to using the videos to promote the funds to external parties, the videos provided Insight with a tool for introducing the fund managers and their products to Insight colleagues across all parts of the business.