Fidelity Stocks & Shares ISA: How Fidelity won minds by appealing to hearts

Fidelity, an investment management service, increased relatability among consumers in the UK by creating an emotion-led TV campaign that followed a Fidelity family.

Campaign details

Brand: Fidelity Stocks & Shares ISAAdvertiser: FidelityEntrant: Grey LondonPrincipal author(s): Lauren McIlroy, Grey LondonContributing author(s): Charlotte Soussan and Matt Gladstone, Grey London; Gail Walker, Jet Cooke, and Beth Cowley, Fidelity


This paper is about Stocks & Shares ISA.

In 2018, Fidelity was a successful and profitable business which wanted to grow.

Faced with a very large and well-funded competitor and a category focused on activation marketing, Fidelity needed to find a cost-effective way to compete and attract new customers.

Fidelitybroke from conventions, and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands