Plan B™
The Agency Alternative
Morgan Stanley
Information Allocation Inspiration www.morganstanley.com Hear that? That’s the sound of all the pounding hearts around the world, gone wild in anticipation of a hot new asset allocation Webinar. You say you can’t hear it? Exactly the problem that Morgan Stanley Funds faced: Asset allocation training can be somewhat less than stimulating. So when they asked us to help boost interest in their asset allocation education effort, we sought a multidimensional solution that piqued curiosity among targets and engaged them to seek out our message — rather than simply chasing them with boring direct mail and emails. Our answer was this campaign, featuring an online Portfolio Architect Quiz that challenged financial managers’ skills and knowledge, while immersing them in Morgan Stanley’s approach to asset allocation. By turning what would otherwise be a boring subject into a stimulating challenge, our solution engaged recipients at the first point of contact, drove them to our Microsite, and kept them engaged as they participated in the online game. Granted, we may not have raised their pulses much. But the client’s heart went pitter-patter at the interest we generated in their asset allocation education program.