Thought Leadership Content for M&G

To cut through, content needs to be more snackable and shareable than ever! See how we helped M&G drive more engagement with their thought leadership content by making it more digitally led.
  • Client: M&G
  • Project: Retail

Brief

M&G Real Estate were looking to produce a new piece of thought leadership that looked into the factors that made cities profitable places to invest in.

By looking at often overlooked elements of a city like the number of parks, Wi-Fi speeds, pollution and traffic, they could predict what cities would make valuable investments for the future.

They came to us with a brief to create an exciting promotional video that would encourage users to download the thought leadership piece.

Isometric image of Pollution in Helsinki

Our process

To really understand why our audience would want to download the report, we first had to really understand it ourselves. This meant plenty of time was spent getting to grips with the information inside – and once we understood, thinking about why our audience would want to download it.

It quickly became clear that the unique nature of the research and the unusual results is what would make it appealing to viewers.

Idea

Our idea was to create a really interesting visual spectacle that would stand out from the typical collateral our audience would see, and bring to life the information inside the report.

We also wanted to tease them with some of the results from the report, offering them a tantalising glimpse of investment opportunities available.

Executionally, because the report focused on so many iconic European cities, we decided to re-create 2 of the more prominent ones from the report; Paris and Helsinki. We used an isometric style that was the perfect combination of fun yet premium looking; eye catching but also unmistakably part of the M&G brand.

Isometric animated image of Helsinki

Finally, we created a compelling script and used a Scandinavian voice over artist to give the video a decidedly European flavour and extra level of authenticity.

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