Challenge
Targeting asset managers to move investment portfolios to Aztec’s bright alternative
Aztec Group pride themselves on being the ‘Bright Alternative’ in asset management. As the market leader in investor and corporate services, they knew that their industry was changing. Aztec’s research showed that managers were looking to move managed funds to a business that understood both the new risk landscape and the legacy issues that the changes were designed to address.
Client
Aztec Group
Sector
Finance
Services
Encouraging change for global fund managers
This presented an opportunity for Aztec to change gear, and they challenged us to find a way to actively encourage fund managers to migrate to Aztec. By highlighting the pain points of working with less forward-thinking companies and by showcasing the way Aztec dedicated resources to their fund management structure, we came up with the perfect vehicle for them.
Solution
Bringing Aztec’s values to life with a Formula 1-themed microsite
We wanted a theme that mirrored the values of Aztec Group, and the answer was Formula One. F1 is the benchmark for high-performance, cutting-edge technology, innovation, and world-leading engineering. Aztec have developed their fund management platform with the same approach to performance.
Drive2Aztec: a user—centric campaign
The Drive2Aztec micro-site was designed as a high-impact B2B landing page using conversion-focused web design and strong UI and UX principles. The platform offered fund managers a parallax scrolling experience encouraging them to take a closer look at Aztec. Together with the client, we identified areas that could be holding fund managers back in their existing businesses and devised a way of contrasting those with the systems and support provided by Aztec.
Giving control to the fund managers
Designed as a racetrack with key sections illustrating the perils and pit-stops of fund management, the experience took fund managers on a journey of discovery. By highlighting the common pain points of fund management and showing how Aztec dealt with these, fund managers could understand exactly what Aztec was offering them.
Designed to perform: End-to-end microsite strategy
As a full-service brand experience agency with a specialised in-house web development team, big group delivered a complete microsite strategy. We developed the landing page, UI, UX, creative and messaging in close collaboration with Aztec to ensure the campaign would resonate with the target audiences. The launch was supported by a 30-second animated campaign video shared via targeted LinkedIn promotion, designed to drive lead generation and capture leads guiding them to the Drive2Aztec website.
Storytelling through design: Engaging fund managers with purpose
The parallax-scrolling website was created to drive interaction by following a strong and resonant narrative message. By showcasing the capabilities of Aztec and comparing those with the ongoing changes in the fund management landscape, we delivered a highly relevant and highly engaging site that was designed to deliver results.
Results
Targeted engagement that exceeded campaign goals
The campaign was hugely successful, completely exceeding the engagement and opportunity goals set by Aztec. By delivering an immersive and interactive user experience with the right content to the right people, the Drive2Aztec campaign generated multiple contacts that resulted in engaged conversations and positive leads.
1 parallax
micro-site
30-second
launch animation
23
ongoing contacts
Drive2Aztec has been the most successful campaign in the firm’s history by a country mile
Paul Aubert
Associate Director, Marketing
Work
