In an investment world increasingly driven by algorithms, Franklin Templeton put the most important factor back into the equation: the human one.
As Franklin Templeton entered the world of index investing with LibertyShares ETFs, The Human Factor addressed a question that feels even more relevant today: as technology becomes more capable, where does human expertise still matter?
The campaign embraced the power of algorithms while making the case for the judgment, experience and accountability of the people behind them. Playing off the investment “factors” used to build the funds, it celebrated the most important factor of all: the human one.
Launched with the opening bell of the New York Stock Exchange, the integrated campaign took over the Financial District and extended across OOH, trade media, digital and social, resulting in a 300% increase in financial advisor awareness of LibertyShares.
Campaign case study.
Ads across various financial publications.
OOH in the Financial District, New York.