’A bit of a cheat, this, as I wasn’t the one who discovered it. It
was a chum, who phoned me as he was jumping into a cab last week. A
minute or so into the journey he suddenly interrupted our conversation
with a distinctly un-manly squeal. ’I’ve found some money!’ he shrieked,
’scrunched up on the back seat!’ His excitement waned a little, however,
when I asked him how much. ’Er, 20 dollars,’ he said, bemused, but then
chuckled when he opened it out and read the message on the back: ’Don’t
leave your money lying around. Put it in a Fidelity ISA.’ Though not the
most financially astute of my contacts, he still resolved to follow up
the issue. That extraordinary feat alone makes this campaign
Client: Fidelity Investments
Media Agency: Taxi Media
Media planner and buyer: Peter Thompson, Fidelity Investments
Creative agency: FCA!
Brief: Grow awareness by reaching consumers with an original message in
an innovative fashion.