In the world of ETF's, iShares were the first to bring them to market. As the target audience (city traders, hedge fund managers) is very niche, marketing can be as bespoke as a Saville Row suit.
To promote the launch of the gold ticker iAU, we sent a mailer containing liquid gold.
The liquid gold was in the form of the finest Spanish olive oil, called Au, the periodic table name for gold.
The complete mailer.
Other launch assets included an insert into their product list.
And an email campaign.
City workers love a good map. This wall chart was a good way to show where and what sectors iShares offered. It was a zero media spend persistent reminder of iShares on their office walls.
The complete mailer showcasing iShares global footprint.
The follow-up mailer contained bespoke whitepapers and reports relevant to their interests.