The Challenge

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In the City, J.P. Morgan’s corporate reputation commanded respect. On the high street, it made the brand feel intimidating. Consumers put it on a pedestal and assumed its financial products weren’t for everyday folk. J.P. Morgan needed to give them a reason to think again.

The Mind Hack

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The barrier wasn’t credibility, it was accessibility. By introducing a warmer, more playful tone of voice, we could make J.P. Morgan feel more approachable and help consumers see a place for the brand in their lives.

The Idea

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An outdoor campaign led with “The best time to invest is when you’re bald and struggling to walk.” The payoff? A cute baby. The unexpected combination raised a smile while making a serious point: the earlier you start investing, the better. A whole life stage communicated in one memorable message.

 

An Investment Trust mailer extended the lighter tonal approach with the invitation: “Researching financial information can be a real chore. So, we’ve brought Investment Trusts to life for you.” And it did exactly that. Playful pop-up pages illustrated the benefits, turning a dry, complex financial product into something people wanted to explore.