You Work Hard for Your Money, Bestinvest It

Award-winning online investment platform Bestinvest, part of Tilney Smith & Williamson, has today unveiled a major new £4m multichannel brand relaunch campaign, “You Work Hard for Your Money, Bestinvest It”. The push was developed in partnership with strategic and creative consultancy Harbour Collective, with media planning and buying by VCCP Media, and is the first work to launch since Bestinvest appointed the two agencies in 2021.

With a brief to relaunch and reposition Bestinvest in order to double its brand awareness within five years, Harbour Collective partnered with the online investment platform to develop a strategy and creative idea to cut through the noise.

Bestinvest’s new creative platform engages self-directed investors who are seeking reassurance and support in making their investment decisions. They work hard for their money and they have an interest in making it work as hard as they do. Investing with Bestinvest is the way to do this; to escape the daily grind, to maximise their money and achieve their long-term dreams. These investors don’t need a full wealth management solution, but they are looking for a way to make the most of their money with a trusted brand. Bestinvest do just that, by reinventing online investing and providing free tools, insights and guidance to help investors plan for the future and make better financial decisions.

With everyone in the finance world saying the same thing, in the same way, Harbour Collective decided to develop a unique, ownable creative platform to tap into this insight, leveraging Bestinvest’s name in the campaign line, “You Work Hard for Your Money, Bestinvest It.”

To bring the campaign idea to life, Harbour Collective developed a series of witty scenarios reflecting the daily grind of working life, positioning Bestinvest as the way forward to escape it and reach your goals. The hero 30-second film, directed by Jon Barber at MindsEye, shows people in a range of different situations, all working extremely hard for their money. The characters range from a stuntman, who is repeatedly told to smash through a window by the director, until they get that perfect shot, to a salon owner dressed in a pubic hair costume, going the extra mile for new customers.

The 30-second hero spot will debut tonight on TV during Live at The Apollo and Jamie’s Great Britain. VCCP Media also brokered a cinema campaign with Everyman Cinemas which will see the new Bestinvest spot premier during ‘Top Gun: Maverick.’

Supporting TV and cinema is a hero ‘AUDIO’ out-of-home activation at Westfield Hammersmith which will treat passers-by to the smashing sound of the stunt man breaking through the glass. All media spots have been intentionally chosen to complement the creative as well as drive awareness and help navigate people to the right place in their investment journey.