Fitch Learning Cognition is an online learning tool by the global educational giants, Fitch Learning. It delivers intuitive, adaptive and personalized exam preparation for those undertaking the notoriously challenging CFA® exam. The campaign targeted an international audience in markets where Fitch Learning was already established and those where the brand awareness is currently low.
A comprehensive research programme was conducted including competitor, trend, market and channel analysis, alongside audience research and global, face-to-face interviews with candidates. A key insight uncovered early on was the fact that candidates passing Level 1 (of three) with the help of a learning partner are most likely to return to the same provider for the following levels. Our ambition was to engage with Level 1 candidates across all markets.
The rich user insight and trend analysis informed the rapid concepting work that followed. Given the short timelines of the campaign, the tactic was to rapidly produce over 30 conceptual ideas so the full project team can hone in quickly on the most impactful campaign creative. The chosen route was based around the statement "one size does not fit all”. The creative direction focuses on minimalist design, featuring a set of icons such as a coat hanger and a key, that provide juxtaposition to the powerful statement.
Ads across industry publications, social media and financial services websites will drive traffic to the newly launched microsite, where animations of the icons have been created. Our key call to action was to get users to try Fitch Learning Cognition for free – enabling candidates to experience the system themselves whilst allowing Fitch Learning to capture essential data to help convert leads into sales.
Throughout Q4 2016 and into 2017 the ads will be displayed across a multitude of media in the UK, USA, Canada, Australia, Germany, The Netherlands, Switzerland, India, Hong Kong and Singapore.The campaign success will be measured against uptake, by market, on the lead up to those undertaking the exam in June 2017.