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Acclaimed Film Director James Mangold of 3:10 to Yuma;
Walk the Line; and Girl, Interrupted Fame Directs First TV Ads
BOSTON, March 16, 2009 -- Fidelity Investments® today announced the launch of a comprehensive new advertising and marketing campaign which underscores the firm's ability to help investors navigate all stages of life with financial guidance and appropriate investment options. The campaign, with the tagline Turn HereSM, comprises television, print, radio and outdoor advertising; direct mail; and interactive Web elements, including a Life Stage microsite at www.fidelity.com/turnhere.
The new campaign, created by Fidelity's internal advertising agency in partnership with Boston-based Arnold Worldwide, is part of a broad, multi-faceted effort by Fidelity to help Americans assess their financial situations and map out a savings plan based on their specific needs and personal life stage and goals. In addition to the new ads and microsite, the company recently launched new tools and savings guidance that can help individuals make better-informed decisions about their finances.
"Through investor focus groups and customer insights from our representatives, it became apparent that the majority of investors' most pressing questions are derived directly from the life stage events they are experiencing," said James D. Speros, chief marketing officer, Fidelity Investments. "These key investor learnings, and the continuing market challenges, became the impetus for this campaign. It's our goal to provide answers to investors' questions based on their personal life stages, whether they are just starting out or living in retirement."
Arnold Worldwide developed the new television ads, and acclaimed film director James Mangold was tapped to direct the new spots. With film credits that include 3:10 to Yuma (2007), Walk the Line (2005), Identity (2003), Girl, Interrupted (1999), and Cop Land (1997), Mangold is doing his first work in television advertising.
"I liked the appealing combination of human feelings, characters and effects," said Mangold. "It's a metaphor for people's financial anxieties. It's a smart campaign, not preachy, that addresses financial concerns and connects with people. Not your typical financial spot."
The TV ads consist of six 30-second spots featuring people moving through life's milestones and events, such as saving for a child's college education, starting a new job and living in retirement. The ads depict an animated green navigation line like those found in GPS systems, which represents Fidelity's guidance and financial path to help each individual achieve their goals. The ads debuted March 15 on "Meet the Press," and will run during primetime network and sports programming, including "Amazing Race," "Lost," NBC "Nightly News," "Today Show," "60 Minutes," and NCAA Men's Basketball. The spots also will air on select news and lifestyle cable networks.
The Life Stage microsite at www.fidelity.com/turnhere features interactive links to the financial tools and guidance resources available from Fidelity to help individuals navigate through the financial aspects of each life stage, including:
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Starting Out - Create a savings plan, start saving for retirement early, learn the basics of investing
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Changing Jobs - Take control of a new retirement plan, take control of old savings, get on track for retirement
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Building Wealth - Discover ways to keep finances simple, stick to an investing strategy, become a more informed investor
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Getting Ready to Retire - Understand future financial plans, increase savings and simplify, update portfolio to reflect retirement needs
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Living in Retirement - Keep portfolio in shape to last, develop a plan for income, manage day-to-day cash and spending
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Managing Wealth - Diversify and stick to a strategy, protect a legacy today and tomorrow, become a more informed investor
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Additional Web elements include interactive ads utilizing quizzes and polls that will appear on a variety of broad news and targeted Web sites.
The print ads feature work by commercial photographer Jim Erickson to create images showing people engaged in activities relevant to particular life stages. The print ads will run in national newspapers, and in financial, business and lifestyle publications beginning this week.
Fidelity will run its new campaign on billboards in key markets including New York and Boston. The ads also will be featured as building wrappers in select cities, and in airports and train stations throughout the year.
About Fidelity Investments
Fidelity Investments is one of the world's largest providers of financial services, with custodied assets of over $2.5 trillion, including managed assets of over $1.2 trillion as of January 31, 2009, offers investment management, retirement planning, brokerage, and human resources and benefits outsourcing services to 24 million individuals and institutions as well as through 5,500 financial intermediary firms. The firm is the largest mutual fund company in the United States, the No. 1 provider of workplace retirement savings plans, the largest mutual fund supermarket and a leading online brokerage firm. For more information about Fidelity Investments, visit www.fidelity.com.
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Investing involves risk, including risk of loss.
Fidelity Brokerage Services LLC, Member NYSE, SIPC
300 Puritan Way, Marlborough, MA 01752
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