Trust is without question the biggest factor when giving and receiving financial advice. BT Financial Group’s 50+ year old brand sought to create a campaign to reinforce this value in a modern day context, as well as build brand attribution. The ‘Evolve’ multi-channel brand campaign, led with the proposition of continuous evolution enabling quality financial advice to thrive. It used spectacular imagery of creatures who change their appearance to demonstrate how BT has evolved to a modern adaptable business. It also cleverly used the logotype of the B and T in the headlines with copy that reinforced innovation.

Both internal and external metrics on brand recognition, sentiment and click through rates were significantly above benchmark.