To reach senior decision makers in financial services across the UK and Asia Pacific, GBG wanted to use exclusive research findings to generate brand awareness and sales leads.
BBI created the ID/IQ 2018 brand to stand out and engage the target market. Campaigns in the financial services sector are typically dry and lacking impact. We engaged the target audience through an integrated, multi-platform B2B creative campaign across branding, PR, social media, events sponsorship, a microsite, webinar promotion and email marketing.
In just five months the campaign generated 154 new business leads for GBG and converted 4,391 contacts into qualified leads. The PR coverage led to 67 media articles in titles such as Metro, The Mirror and The Independent. A total of 58 major financial institutions joined the webinar and there were 334 downloads of the report.
Head of Brand and Communications, GBG