The brief

Merrill Lynch Investment Funds changed its name to Blackrock after merging with the world’s largest asset manager. Our challenge: inform investment advisers about the name change in a creative way!

The Solution

We claim the social moment of the day for many investment advisers: lunch. With a cross-media campaign using the contact database of Merrill Lynch we set-out to stir up lunch rooms at major investment banks.

How does it work?

One day, investment advisers receive an empty lunch bag on their desk with a code to enter a campaign site. On this campaign site they can order luxury sandwiches for free (note: in Dutch language ‘making a sandwich’ equals ‘investing’). The target group is engaged to ‘invest/make a sandwich’ with Blackrock! On the day of the name change we deliver the over-the-top luxury sandwiches to all the participants in their office towers. Result: the Blackrock sandwiches are the talk of town in all the lunch rooms of major investment banks.

The Results

The results where astonishing: 72% of the investment advisers that received the lunch bag ordered a sandwich and spent more than 5 minutes interacting with the campaign site!

What the client says

This time the investment advisers are in a sandwich shop. This conveys our message in an interactive way that increases the recall of the name change.
Misa Deurloo en Noortje Driessen – BlackRock