Circle Agency on track with The Orbis Access benchmark rally
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Orbis Access decided to work with Circle Agency and The Corner to drive awareness of its unique fee proposition and bring it to life through a creative experiential campaign. To achieve this, the agencies have created The Benchmark Rally, a giant 8m x 5m remote controlled race track situated in the heart of Jubilee Place shopping centre in London’s Canary wharf.
The race track has been devised to illustrate that beating a benchmark isn’t easy and to showcase Orbis Access’ fee structure whereby they only charge a fee if their funds beat their benchmark.
With remote controlled cars and a giant Monte Carlo Rally inspired race track, participants are being encouraged to try and beat the benchmark race time, set at 40.50 seconds by super model and racing car driver Jodie Kidd. Those who beat the time are being rewarded with £100 to invest with Orbis Access, the fastest time from the whole week as well as a participant drawn at random will both win a trip for two to Monte Carlo. During the launch on October 17th, passers-by could race against Jodie Kidd to try and be the first to reach the finish line of the challenging alpine styled circuit.
Neil Hooper, creative director of Circle Agency, said: “It’s brilliant to be working with Orbis Access for the first time to come up with an engaging concept which reflects their business and a key element of their positioning of ‘simple and fair long term investing for all’. We created a giant 8m x 5m remote controlled race track to host the Benchmark Rally, which we placed right in the heart of Jubilee Place. We’re offering people the chance to take on Jodie Kidd’s benchmark race time. Allowing members of the public to get hands on with Orbis Access has enabled us to really drive awareness of the brand and brings its fee proposition to life.”
Dan Brocklebank, director at Orbis Access and Orbis Investments, said: “The team at Circle Agency have used their experience within experiential marketing to help us showcase our fee structure and increase awareness of our business to a wider audience. At Orbis Access, we think fund managers can learn a thing or two from racing drivers. They wouldn’t expect to earn the same regardless of their performance on the track. So why should fund managers? Our innovative fee is based purely on performance. If we don’t beat our benchmark, we don’t get paid. Simple as that. The Benchmark Rally is a great idea that helps bring our fee model to life in an engaging, fun and memorable way.”
The Benchmark Rally will be live from the 17 to 21 October at Jubilee Place, London.
