Think Again Media
Creative + Digital
T. Rowe Price: Behind The Numbers
BEHIND THE NUMBERS – T. Rowe Price Third Party Distribution
Storytelling About Your Unique Values and Strengths
The Challenge
Turn a Power Point presentation into an engaging and meaningful story on how T. Rowe Price’s disciplined investment process, independent perspective, and collaborative culture contributes to consistent, competitive performance.
The intangible and abstract nature of these factors – and the passion with which they are expressed by associates throughout the firm – was hard to convey in print.
The Approach
Think Again Media concepted “Behind the Numbers,” a documentary-style episodic series that pulled back the curtain on the research process at T. Rowe Price to translate the intangibles into specific message that financial advisors could share with their clients: “Don’t just look at the ratings: consider the strength of the firm that’s behind them.”
- Interviewed four senior company executives to elicit “10,000-foot-view” commentary on the strengths of the T. Rowe Price culture, investment process, and independent perspective.
- Filmed and interviewed four analysts in an on-the-road style, in the office and on location.
- Combined the field footage with the executive interviews and statistics and perspectives from T. Rowe Price to create corporate short stories around the four main message areas.
The Result
- Four-episode series featured on a campaign website and promoted episodically via email, LinkedIn, and Twitter.
- 20+ hours of usable footage for creating supplemental videos for future productions.
- Adapted and used by several business units for communications, including the retail marketing group’s new brand marketing TV campaign.
- Won the gold medal from the Financial Communications Society for best B2B web campaign.
