In the fast-paced world of finance, where numbers often take precedence, London-based creative agency AML Group has masterfully crafted a campaign that delves into the emotional connection customers share with one of the world’s leading investment firms — Vanguard. Titled ‘V for Vanguard,’ this campaign is the third installment of the highly successful ‘Value to Investors’ series, which played a pivotal role in introducing Vanguard to the UK market.
The campaign’s core, encapsulated in the tagline ‘Loving the Value,’ not only retains the iconic Vanguard ‘V’ sign but also amplifies the popular ‘human sound’ music track that has become synonymous with the brand. The campaign’s visually captivating TV spot, set to launch nationally on Boxing Day, focuses on bringing to life the diverse aspects of joy and satisfaction that customers experience by investing with Vanguard.
Shot on location in the vibrant city of London, the TV spot unfolds a series of heartwarming scenarios featuring everyday individuals directly addressing the camera. From a multi-generational family enjoying an illuminated carousel to the owner of a retro pizza van and an older couple entering a theater, each scene resonates with the joy of pursuing activities made possible by the peace of mind that comes with Vanguard-managed investments.
Hugo Bone, Executive Creative Director at AML Group, emphasizes the essence of the campaign, stating, “This campaign is very much about bringing to life the joy of investing with Vanguard and the value it offers to people of all ages and backgrounds.” The familiar Vanguard branding is retained but with a fresh twist, allowing viewers not only to hear but also to see the iconic ‘Yeah Yeah’ music track, creating an immersive experience that goes beyond the auditory.
Since its initial launch in 2020, the ‘Value to Investors’ campaign has achieved remarkable success. Vanguard’s brand awareness has surged from 22nd to 5th place, consideration has risen from 9th to 4th, and spontaneous brand attribution has leaped from zero to an impressive 50%. Currently, 550,000 UK investors have chosen Vanguard to safeguard their savings.
Becky Bond, Head of Marketing Europe at Vanguard, commends the collaborative effort with AML, stating, “Our relationship with AML has had a huge impact on both brand awareness and brand perception. This latest iteration builds on the success of the previous campaigns – and beautifully highlights our customer-first, value-led approach. We couldn’t be happier with the results.”
The campaign, spanning across TV, radio, digital, and out-of-home (OOH) channels, was skillfully brought to life by Jim Gilchrist at Rattling Stick, with the soundtrack curated by Simon Bass and a street choir at Pure Soho.
‘V for Vanguard’ is not merely a financial campaign; it’s a narrative that transcends numbers and charts, unraveling the emotional fabric that binds Vanguard with its customers. AML Group’s creative ingenuity breathes life into the world of investments, proving that joy, satisfaction, and a ‘Yeah Yeah’ soundtrack can be integral components of the financial journey. This integrated medium campaign stands as a testament to Vanguard’s commitment to fostering a positive and emotional connection with its ever-growing investor community.
