Campaign details

Brand: ESI – Asian Equity Income
Brand owner: Eastspring Investments (Singapore) Pte Ltd
Lead agency: Near Pte Ltd
Country: Singapore
Industries: Investments
Media channels: Games & competitions, Mobile & apps
Budget: Up to 500k

Executive summary

Eastspring Investments is a leading Asia-based asset manager, managing investments on behalf of institutional and retail clients. It was looking to promote one of its funds, the Asian Equity Income Fund, to Citi Gold customers, affluent customers who have at least US$250,000 with Citibank. The fund was typically promoted through traditional touchpoints and for many years traction on it was low.

The challenge was not only to drive interest, but also to fend off the fierce competition. For Eastspring, an investor's share of wallet is not just restricted to other funds – it is competing against the full spectrum of various asset classes, ranging from savings, properties and real estate, to insurance investments and more.