Robeco is a global asset manager based in the Netherlands. Since 1929, the firm has stuck to a unique and highly effective research-based approach – describing itself in a seeming paradox as the ‘cautious pioneers’. With ambitious expansion plans across the world, Robeco needed a powerful brand platform to articulate the firm’s difference in a visual way, then to align audiences and channels across Europe, the Americas, Asia-Pacific and the Middle East. We needed a global campaign capable of reflecting local differences while unifying Robeco’s global communications.
The visual language we created for Robeco combines a wireframe view of the world, populated by real people. These two distinct yet complementary visual elements perfectly encapsulate Robeco’s cautious, analytical approach and the human, emotional benefits of their pioneering investments. The striking visuals are created using CGI digital-first animations and live-action filming, which are then repurposed to provide an integrated communications toolkit for print, digital, social and content.
In just eight weeks our work for Robeco was live in ten languages and twenty-seven countries around the world. Adoption by the whole firm was immediate and enthusiastic – even the firm’s sponsorship of the Volvo Ocean Race was quickly incorporated in the campaign. And as you might expect from an organisation built on research, the effectiveness of our work has been exhaustively tested – far exceeding campaign targets within three months of launch. At the end of the first year of the campaign, independent research confirmed awareness, recall and preference for Robeco’s brand worldwide had literally doubled.
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