Client: Pacific Basin

Client's Challenges

• Focus groups revealed that neither the region nor the fund was of great interest to many investors. Therefore, the campaign (print ads and direct marketing) had to stand out, hold a prospect's attention, and fully articulate the fund's benefits.
  
  
• The campaign had to demonstrate the long-term potential of investing a portion of a diversified portfolio in emerging markets. This had to counter a perceived negative: an investor would be charged a fee if all assets were withdrawn within one year.
  
  
• The campaign had to be created within a tight time frame and set budget.

Our Marketing Strategy

• Test a one-step kit (creative piece, prospectus, application, and BRE) against a two-step kit (first mailing: creative piece and BRC; second mailing: fulfillment kit).
  
  
• Conduct competitive research; test and perfect concept and messaging.
  
  
• Segment audience and create distinct cells for tracking responses.

Our Creative Idea

• Capture a reader's attention by using intriguing masks from the Pacific and developing the theme "Unmask Dynamic Investing Potential."
  
  
• Develop an "investing expedition" theme and position Scudder as an experienced and knowledgeable "travel guide."

Results & Recognition

• Awarded Silver Prize, New England Direct Marketing Association.
  
  
• In 1993, the print ad and direct marketing piece promoted the new fund. The campaign was revised in 1996. Overall, the campaign brought in more than $45 million in assets.
  
  
• The campaign proved effective when the region was doing well in 1993 and during an economic downturn in 1996. (At that time, the campaign was designed to appeal to investors looking for undervalued funds.)