MEDIA CHOICE: Eleanor Trickett picks the guerrilla media campaign for Fidelity Investments

’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 ingenious.’

’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

ingenious.’



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.