Our strategy was to reframe the investing experience. It isn’t just about accessing the market; it’s about making the right choices without the stress. We wanted to show that choosing Chip is the antidote to financial noise.
To bring this strategy to life, we developed a cinematic 30-second TVC built around a highly visual and surprising metaphor. Viewers are transported into a loud, chaotic fish market packed with shouting traders – a direct parallel to the frantic financial market. Here, an apprehensive investor wanders aimlessly, struggling simply to choose a fish (representing a stock or a fund).
After this stressful misadventure, our weary hero finds relief as he wanders past a warm, welcoming independent fishmonger, where he spots a confident customer receiving expert, calm guidance.
Using dead fish to sell a premium wealth management app was a distinctive and disruptive creative swing…! As our Chief Creative Officer, Jon Gledstone, notes: “Why wet your loafers finding fish in a market, when the best choices can be selected for you in a fishmongers?”
Backed by a high-profile media partnership with Channel 4 Ventures, the campaign takes Chip to the nation.
Closing on the boutique storefront, the TVC cements a powerful new rallying cry for modern investors: “Curated funds. Tailored guidance. Choose Well. Choose Chip.”
