On 17 February 2014 pure-play asset manager Robeco launched a multi-channel ad campaign in Hong Kong to showcase its strengths in US markets.

 

Established in 1929, Robeco has developed a strong track record in US investing since its acquisition of an influential Boston-based value equity manager in 2003.

 

To draw investor attention to its US Large Cap Equities Fund, Robeco partnered with Hong Kong holistic branding agency Stepworks. The campaign also aimed to raise awareness of Robeco branding in Hong Kong.

 

The campaign associated Dutch-based Robeco with US investing with attention grabbing images of American football players. The creative highlighted Robeco’s deep experience in US markets, its team approach, and its successful Value Discipline investing methodology. 

 

The campaign, which targeted private banking stakeholders in Hong Kong, ran across print, digital and outdoor media.