STATE STREET GLOBAL ADVISORS
Precise in a world that isn't
Overview
Giving a pioneer its due
State Street Global Advisors launched the first exchange-traded fund before most financial advisors knew what one was. Despite originating the category, SSGA wasn't getting credit for their innovation. Big Spaceship partnered with SSGA to change that, building a campaign rooted in the product benefit and consumer insight of precision: one that cut through a category defined by noise, complexity, and sameness.
Opportunity
Give State Street the breakthrough platform its pioneering ETF legacy deserves, one built around the single thing ETFs do better than anything else: precision.
Solution
A precise platform
Financial advisors operate in a context that often lacks precision. Markets can be unpredictable and difficult to navigate, and they need tools to help them walk the tightrope of their industry with greater ease. The key differentiator between mutual funds and ETFs is simple: you can buy and sell ETFs like a stock, making them more precise. Big Spaceship owned that benefit and built a platform around it, Precise in a world that isn't, giving SSGA something the competitive set couldn't claim.
Execution
No channel left imprecise
Big Spaceship developed a high-impact, multi-disciplined, and integrated communications program using high-impact media across local, regional, national, and international channels, keeping SSGA heard above active competition and in keeping with the brand's market and aspirational positioning. The campaign dramatized precision through striking visual storytelling, with original content developed to educate prospects alongside tactical efforts built to respond to inevitable market disruptions. Video, print, DOOH, digital, and custom sponsorship programs worked together as one coherent system.