Despite dramatic uncertainties in the global financial climate, we were able to gain significant increases in sales and awareness. From launch 2/2011 to 2/2012:Sales among advisors exposed to the campaign were 39% higher than those not exposed.Almost 3 in 4 advisors who saw the campaign were more likely to recommend our Global/International funds.

Advertising drove over 400,000 unique visitors to the site with over 69,000 video views.Correlated with advertising spend, awareness of the GYT campaign increased significantly from 16% at the start of the campaign to 38% by year-end.

(Source: OFI campaign research 2/2011 through 2/2012)

‘Globalize your Thinking’ was a multi-media rallying cry that questioned conventions, challenged industry-isms and demonstrated to advisors the need to think in a more globalised manner.

Microsite – Through provocative graphics and the telling of our stories behind our investment decisions Globalizeyourthinking.com helped advisors understand the need to globalise their thinking and educate their clients.

Banners – Instead of conventional banners, we created engaging quizzes to challenge advisors global IQ.

Videos – We brought to life complex financial concepts through engaging infographics that tangibly demonstrated to advisors and investors the importance of globalising their thinking.

Print – Provocative print executions in publications with a global appeal included QR codes, which drive to mobile quizzes that tested global knowledge.

Social Media - Timely updates from OFI’s investment teams were designed to align with trending global topics on Twitter & YouTube.

The global economy has been turned upside down. After 50 years of dominance, the US is no longer the world’s economic powerhouse. And over the next three decades, emerging markets such as China, India and Latin America are expected to drive as much as 80% of the world’s future growth.And yet, American investors currently put just 11 cents of every investment dollar into global/international investments. From research, we found out that they simply failed to grasp the significance of the opportunity. It was like eating vegetables: they knew it was good for them, but they didn’t exactly know why – and they certainly did less of it than they should.We needed to challenge decades-old entrenched thinking about the category. And to help advisors and investors understand the incredible changes happening across the world - and how to benefit from them.