Client: Federated Investors
Service: Sales Collateral
Background
Federated Investors was introducing a new product to its broker dealers: the Triple Crown Variable Annuity - whose comprehensive benefits differentiated it from other variable annuities. Federated needed to ensure that these key benefits would get attention from broker dealers, who continually receive fund information from Federated Investors and its
competitors. The goal was to make a major impact using distinctive, memorable graphics and materials.
Strategy
For the new product introduction, Kröme brought the Triple Crown baseball theme
to life by creating a three-dimensional mailer that included:
- A baseball bat with the Federated Investors logo and the Triple Crown Variable Annuity
fund name imprinted on it. - Baseball trading cards featuring the various
fund managers, along with essential fund information. - Fund information in an eye-catching, easy-to-read format.
Results
Through this program Krome secured product placements for the F3 that appeared twice in The Wall Street Journal, and Entrepreneur Magazine, achieving a total of more than 5 million reader impressions in less than four months' time with several more placements in the works. The WSJ feature reviewed the F3 as one of the most cost-effective and value added alternatives to the Herman Miller Aeron Chair.
Additional stories were also secured with the Associated Press and Inc. magazine.