Take “The Road Less Traveled.”
As the poet, Robert Frost, wrote, “Two roads diverged in the wood, and I…I took the one less traveled by, and that has made all the difference.”
It is an invitation to “take the road less traveled” that is the message of an elegant new commercial for Chevy Chase Trust created by MDB Communications, their Agency of Record. Intended to reach investors of high net worth, that “less traveled road” is symbolic of the uncommon form of investing they practice. It’s called “Thematic Investing,” and is very appealing indeed to discerning investors. Chevy Chase Trust currently has more than $34 billion in assets under management.
According to Stacy Murchison, Chief Marketing Officer for Chevy Chase Trust, “The advertising for our brand must show us as we are—differentiated from other financial institutions. It must be uniquely interesting as is our thematic approach to investing.”
The thirty second message is produced with sublime black and white footage, reminiscent of the stark, compelling technique used by the photographer Ansel Adams. It takes the viewer on a journey, along a less-traveled forest path, to the scenic adventure of a breathtaking waterfall and a trail along a mountain peak. All to a soundtrack that invites mystery and intrigue.
“It’s spellbinding,” said Ms. Murchison. “It’s a beautiful addition to our already captivating campaign.”
The integrated campaign is a media mix of curated television placements, along with digital and print. The television campaign will launch in the Greater Washington region the week of April 5th on CNBC and FOX Business News, as well as NBC’s Meet the Press and CBS’s Face the Nation, and high-profile golf and sporting events. The television initiative is strategically paired with digital efforts, including OTT, digital video and branded elements, and print ads in the WSJ, as well as lifestyle publications. Together, the campaign elements present Chevy Chase Trust to high-net-worth investors in a very differentiated light.
According to Carole Reuschle, Media Director with MDB, “To reach this very unique audience, our media plan takes “a road less taken,” too.