iShares "Ask the Right Questions"

This campaign repositioned iShares to the investment community and aimed to vault it from an emerging product to a serious alternative to mainstream mutual funds.The decision was made to run in the national business press and national business TV (BNN).These were complemented by online display ads, adviser-targeted trade publications, radio, direct response and a significant PR effort.

iShares “Ask the Right Questions”


Business Results Period (Consecutive Months):March 2008 – March 2009
Start of Advertising/Communication Effort:March 17, 2008
Base Period for Comparison:December 2007

a) Synopsis of the Case

In September 2008, Lehman Brothers filed for bankruptcy protection. Fannie Mae and Freddie Mac were placed in government conservatorship. Markets plunged. The global financial crisis was in full swing. Investors reacted by cashing out. Mutual fund redemptions reached record highs. And Barclay's Global Investors (BGI) Canada quietly increased net new sales of their iShares Exchange Traded Funds (ETFs) by over 480%.

An ETF...

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