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THE WORLD GOLD COUNCIL: A CASE STUDY REDEFINING DIVERSIFICATION
THE WORLD GOLD COUNCIL: A CASE STUDYREDEFINING DIVERSIFICATION
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the gate THE WORLD GOLD COUNCIL: A CASE STUDY
Few purchases take greater consideration than a financial investment.
Buy the wrong investment for the wrong reasons at the wrong time and you have a lot of explaining to do.
A CONSIDERED PURCHASE
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the gate THE WORLD GOLD COUNCIL: A CASE STUDY
The World Gold Council’s Standard and Poor’s Depository Receipts GoldShares, the largest ETF backed by physical gold.
THE GATE’S CONSIDERED PURCHASE CLIENT
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the gate THE WORLD GOLD COUNCIL: A CASE STUDY
An integrated communications program that gives prospects reason to add SPDR Gold Shares (GLD) to their portfolios.
THE GATE’S DELIVERABLES
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the gate THE WORLD GOLD COUNCIL: A CASE STUDY
Many investors live by the old, simple and comforting definition of investment diversification: a balanced
portfolio comprising a soupcon of Small Cap, Mid Cap, Large Cap, and Bonds.
Unfortunately, there is no room for GLD within this time-tested definition.
CONTEXT:WHY GOLD?
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the gate THE WORLD GOLD COUNCIL: A CASE STUDY
THE PAINFULREALITY
If you built your portfolio based on this time-tested definition, you got whacked in the financial meltdown.
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the gate THE WORLD GOLD COUNCIL: A CASE STUDY
Get prospects to rethink and ultimately reject their old definition of diversification.
What is more, convince them that gold is its own unique asset class and an essential ingredient
of a diversified portfolio.
THE CHALLENGE
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the gate THE WORLD GOLD COUNCIL: A CASE STUDY
Gold is a non-correlating asset class.INSIGHT
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the gate THE WORLD GOLD COUNCIL: A CASE STUDY
BRAND PROPOSITION
SPDR Gold Shares ETF is the most precise way to truly diversify your portfolio.
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the gate THE WORLD GOLD COUNCIL: A CASE STUDY
CREATIVE SOLUTION
We developed an integrated communications program that took investors behind the scenes of how gold bars are made
to illustrate the precision of State Street Global Advisors’ SPDR Gold Shares, while copy spoke to its unknown, but
powerful, benefits.
Digital executions were not the typical “repurpose the print executions into banner ads” but instead “games” that got
prospects to engage with the product and message.
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THE WORLD GOLD COUNCIL: A CASE STUDY
PRINT AD: “REFINERY”
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THE WORLD GOLD COUNCIL: A CASE STUDY
PRINT AD: “NONCONFORMIST”
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THE WORLD GOLD COUNCIL: A CASE STUDY
PRINT AD: “POUR”
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the gate THE WORLD GOLD COUNCIL: A CASE STUDY
The SPDR Gold Shares assets under management grew to over $64 billion.
Recent tracking study results demonstrate that our strategy resonates:
• Ad recall 25% among the target audience.
• Over 70% of those recalling the ad described it as being: “credible,” “unique,” “appealing,” “relevant” and “memorable.”
• 67% said the campaign got them to see gold “in a new way.”
RESULTS
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the gate THE WORLD GOLD COUNCIL: A CASE STUDY
CONTACT
Beau FraserPresident
The Gate | New York
212 508-3450
THE WORLD GOLD COUNCIL: A CASE STUDYREDEFINING DIVERSIFICATION
