10X Investments: #StopDaylightRobbery

This case study shows how 10X Investments, an investment management company, used a viral video campaign to make South African consumers aware of high investment fees and increase brand awareness.

Campaign details

Brand: 10X InvestmentsBrand Owner: 10X InvestmentsLead Agency: M&C Saatchi Abel, Cape TownContributing Agencies: Platypus Productions (PTY) LtdCountry: South AfricaIndustries: InvestmentMedia Channels: Online video, Social mediaBudget: Up to 500k

Executive Summary

The campaign goal:

Make people aware that their retirement outcomes are seriously affected by high investment fees, and convince them to take action by switching to 10X.

The big idea:

Create an engaging viral video activation that clearly differentiates 10X from both competitors and the category.

The execution:

The big idea came to...

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