VanEck is an investment management firm located in New York City. The majority of their assets are gold investments. The actively managed VanEck Mutual Funds cover the natural resource equities and commodities markets, emerging markets equities, emerging markets bonds, and liquid alternatives asset classes.
VanEck was looking for a way to raise awareness about their brand. They wanted to highlight key funds to draw attention to in hopes of letting potential new customers know what VanEck has to offer.
VanEck had a logo but very little in assets other than a few web banner ads they had created in the past. They tasked us to come up with a concept that will make them stand out and set them apart from the other companies in their space.
VanEck’s logo has a really nice negative spaced element inthe ‘n’ and ‘E’. We took that negative space which we named the ‘VanEck curve’ and used it as a graphical element to base the designs off of.
VanEck’s initial campaign (3 ads) ran for 12 weeks. They saw:
147% lift in brand awareness
33% in ad recall for their target audience
40% lift in brand rating and consideration
200% lift in statement “VanEck places clients interest 1st”
After the first run of ads, they ask for an addition 3 ads followed by an even larger campaign that is currently running.