Fidelity has a new advertising campaign. While in some ways it is a pity that Fidelity chose to cede the Boomers' territory to Ameriprise, this campaign may be an even better fit for the Fidelity brand.
First, Fidelity marketing is rooted in the contact center. The particular vignettes shown in the new campaign come right out of the customer experience every Fidelity representative knows. And therefore the communication of the benefits of "easy financial planning" and "easy self-service" reflects actual customer dialogues.
Second, the message is "on code" for money. According to cultural anthropologist Clotaire Rapaille, we have deep, emotional imprints in our brain about the meanings of every category in our lives. When products and advertising leverage these deep imprints, they are "on code." And being "on code" is a necessary condition for marketing effectiveness.
According to a study Rapaille completed for Citibank, money in America means "proof." For better or worse, it is a form of scorecard for life in this culture. This makes us the "poorest rich people in the world," because even those who don't need money feel they still need to improve their score! So they continue to work and earn.
In this campaign Fidelity has chosen three vignettes - a grandpa talking to his son, two career women networking informally in a social situation, and a couple nearing the retirement transition. In each case it is obvious that the consumer is satisfied with his or her "proof" or score. So it is only logical to engage the best scorekeeper - Fidelity. It is subtle. But it works. That is why the campaign is "on code."
