QIC Brings A ‘Pop of Unexpected’ In New Campaign Via Jane Doe Creation

QIC (Queensland Investment Corporation), one of Australia's largest investment managers with over $120 billion in funds under management, recently launched an innovative marketing campaign featuring an enigmatic character named Jane Doe. The campaign, created by Melbourne-based advertising agency Clemenger BBDO, aims to challenge the traditional perception of investment management and position QIC as a forward-thinking and dynamic organization.

The campaign was unveiled through a series of digital and print advertisements that feature Jane Doe in various unexpected settings, such as skydiving, playing chess in the desert, and even as a hologram in a boardroom. The tagline accompanying these images reads, "Jane Doe is an investor like no other," emphasizing QIC's unique approach to investment management.

The 'pop of unexpected' mentioned in the initial statement refers to the surprise and intrigue generated by the campaign's unconventional creative direction. The campaign was first teased on social media with cryptic messages and visuals, further fueling curiosity and anticipation among the audience.

QIC's decision to use an anonymous character like Jane Doe is part of their strategy to differentiate themselves from competitors and engage potential investors in a more relatable and memorable way. The campaign is also designed to showcase QIC's adaptability and agility in an ever-changing investment landscape.

The campaign was launched in late 2021 and has already generated significant buzz within the industry and beyond. It is being rolled out across various channels, including digital, print, outdoor, and experiential activations.

QIC's CEO, Damien Frawley, expressed his excitement about the campaign and its potential impact, stating that "Jane Doe represents the bold and innovative spirit that drives QIC. We wanted to create something that would capture people's attention and make them think differently about investment management."

The campaign is being closely watched by marketing and advertising industry insiders, who are impressed by its creative execution and strategic approach. It remains to be seen how successful the campaign will be in attracting new investors and solidifying QIC's position as a leader in the investment management industry.

In summary, QIC's new marketing campaign, featuring an enigmatic character named Jane Doe, is designed to challenge traditional perceptions of investment management and position QIC as a forward-thinking and dynamic organization. The campaign has generated significant buzz and intrigue through its unconventional creative direction and strategic approach. The campaign was launched in late 2021 and is being rolled out across various channels, including digital, print, outdoor, and experiential activations. The success of the campaign remains to be seen, but it has already made a 'pop of unexpected' impact within the industry and beyond.