Work / AJ Bell Dodl · The Realisation
The Realisation: investing, made easy to get.
In 2024 Dodl, AJ Bell's app for first-time investors, had one of the most competitive interest rates on cash in the market. It needed to get that news, fast, to millennials with savings who had never invested, many of them disengaged from finance altogether.
Start with the audience
We distilled AJ Bell's customer research and the barriers that stop people starting, ran a collaborative briefing with the Dodl team and developed six concepts. The chosen route, The Realisation, used memorable characters each having their own moment of realisation that investing could be this simple, with the brand name worked straight into the headlines. We also built the presentation for AJ Bell's CEO and board.
Built to test and convert
We wrote copy lines for multi-variant testing and produced assets for social, display and web. The campaign ran alongside our Learn journeys work, which helps new customers take their next step once they arrive.
What changed
The Realisation, together with our Learn journeys work, ran during Dodl's biggest fourth quarter ever. Results published by agreement with AJ Bell, achieved alongside Dodl's market-leading rate and wider marketing.
“CMG has been a valuable and trusted partner on our brand strategy, helping us drive awareness and business growth. Their strategic thinking and deep brand understanding helped us develop our brand campaign by seamlessly aligning internal teams and agency partners around a shared vision.”
The work
From the project
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