This formed part of a multimedia campaign (TV, newspaper, microsite, direct marketing) that branded iShares Exchange Traded Funds (ETFs) under the theme, 'The New School of Investing is Here'.

The campaign’s objectives were to raise brand awareness among financial advisors, and associate the iShares brand with innovation.Three months after launch, a tracking study found that the campaign had succeeded on all counts: awareness jumped to 98%, and 67% of respondents chose the word “innovation” as the word that best describes the brand behindthe campaign.