Spicing up financial conversations
Founded in 1979 and headquartered in Lexington, Ky., Dupree Mutual Funds is a specialist in no-load, tax-free, fixed-income municipal bonds.
Okay. Pause. That’s…. um… pretty un-sexy stuff. Right? It’s not exactly the image of a client who walks in the door and gets a creative director’s blood pumping.
- Brand Positioning
- Brand Messaging
- Digital Advertising Development
- 2D and 3D Animation
- Audio Recording and Engineering
- Post Production and Motion Graphics
The beauty of obsession
As we spent time with Dupree we learned the professionals there are totally obsessed about bonds. These are people who can talk about basis points and FINRA disclaimers like they're going out of style. Their passion about bonds was infectious so we used that intensity as a key point of difference that other financial institutions – peddling all sorts of investment vehicles – couldn’t match.
Finding the niche
Our media approach targeted savvy high-net worth audiences who were familiar with the advantages of tax-free bonds as well as those who might have been searching for CD options but were unaware of how tax-free bonds might be a better alternative.
Upcycling for a worthy cause
Rather than taking a dry and serious approach to a category that is often presented as, well, dry and serious, our copy playfully confessed to our client’s intensity of focus. We also replaced the expected imagery of happy customers on their catamarans with archival business photography that was intriguing and unexpected.
Advertising worth talking about
“Doe-Anderson recognized that our focus on tax-free bonds was really unique in the industry ... the campaign really captures that idea in a fun way and is true to the heritage of the company.”
– Allen E. Grimes, III
President | Dupree Mutual Funds
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