Alliance Bernstein: Building defining relationships

Challenge

Marketing defined contributions pensions to institutions is demanding. For AllianceBernstein this means communicating their difference – making the complex straightforward, rendering the dry engaging, delivering a smile without dumbing down and communicating the importance of a relationship in a sector not always know for it. Added to this was the need to develop a distinct campaign theme without breaking stringent brand guidelines, working within media opportunities with constrained space and being ‘compliant’.

Solution

The theme of ads in the personal column provided an amusing means of communicating empathy with the needs of the client. The copy was written on two levels. First was a play on the ‘seeking perfect partner’ language style. Secondly was the use of this to communicate client requirements and how AllianceBernstein fulfills them. It also meant on magazine cover wraps, a gentle pop could be taken at competitors by including the personal ads of others. Visually the approach had significant immediacy. The call to action of ‘WLTM’ raised interest as well as a lot of smiles.