Over the last three years our work with world-leading investment firm Vanguard has transformed the way the UK thinks about money. We’ve made investing easy, affordable and fun and now well over half a million people have signed up for Vanguard value. Awareness, consideration and spontaneous attribution scores are through the roof – and our campaigns have won lots of awards. Our approach is being copied by Vanguard competitors – so for our latest campaign we wanted to stay one step ahead.
‘Loving the Value’ brings to life the real affection hundreds of thousands of customers feel for Vanguard. It keeps the massively successful brand signifiers of previous campaigns – the iconic ‘V for Value’ sign, the colour red and the instantly recognisable ‘human-made’ soundtrack. Fresh but not new, it adds a visual reference to the ‘yeah yeahs’ in the music and showcases different aspects of Vanguard that customers love. The campaign includes TV, OOH, radio and digital and launched across the UK on Boxing Day 2023.