IFM Investors is a purpose-led asset manager with a phenomenal track record. Originating in Australia and owned by pension funds, IFM  is determined to invest in what matters. They are equally determined to gain a significant share of the North American market by focusing first on infrastructure asset classes.

In the US, a very small proportion of pension funds are allocated to infrastructure because it is perceived as too complex and too long-term. So, to achieve their ambitions, IFM needs to engage with current and prospective investors and influencers in a coherent, compelling and distinctive way through a joined-up campaign which confirms both the importance of infrastructure within a portfolio and the reasons to partner with IFM. And whilst IFM is not a new player, it is comparatively unknown in the US market and must build its share of mind to stand out from larger and more established competitors.

A simple, distinctive, multidimensional and ownable idea.

As a precursor to creating a campaign, IFM took the time to find out what investors know and really care about.  They discovered that whilst being a values-aligned partner does matter, lofty concepts of purpose don’t motivate many US fund managers. Instead, they are looking for expertise which helps them to navigate the asset class and delivers tangible value. Many investors know they should be investing in infrastructure  - but they don’t necessarily know how.

This is why Chromatic advised that the IFM campaign be based upon the simple, multidimensional - and ownable - idea of ‘Know-How'.  IFM are seasoned experts who can provide partners with the know-how to unlock opportunity - turning complexity into clarity and policy goals into practical decisions.

In parallel with promoting thought leadership by sharing proprietary data that proves the advantages of infrastructure allocation, our advertising campaign showcases infrastructure investment success stories which demonstrate the value of IFM's know-how. And because our audiences are sophisticated and intelligent people, we attract their interest and attention by framing the advert as intriguing questions to which the answer is know-how. e.g.

• What turns roads into hedges?

• What turns complexity into clarity?

• What turns waste into wattage?

Additionally, the art direction breaks from the standard industry convention of talking about - and showing - infrastructure by boldly framing the idea of know-how in context, creating memorable images that use IFM’s distinctive corporate green to amplify its identity.

Thoroughly tested with clients by financial research consultancy Illuminas, the campaign has been positively received by prospective clients. They noted that ‘Know-How’ is effective in underscoring IFM’s core value proposition, and the balance of quirky, idiomatic language and engaging imagery is intuitively appropriate.

The next stage of the campaign is to develop a know-how hub to house case studies, data, and other content. This hub will build a community of practice to support IFM’s commercial ambitions and wider purpose—to meet the needs of future generations.