London Stock Exchange Group — FTSE Russell
Advertising in a competitive climate
The SRI market was mainstreaming with a rapid increase to over $40.5 trillion AUM globally. FTSE Russell, with a 20-year track record developing indexes to help investors navigate climate risk, had to compete if it was to claim its leadership in a noisy, competitive market and retain brand awareness as it transitioned into LSEG.
Rolled out globally with a focus on the EMEA region, the “Heating Up” advertising campaign provided a memorable expression of FTSE Russell’s commitment to sustainable investment, reflecting the priorities of climate-driven investors. The creative use of thermal imaging and heat mapping served as a powerful metaphor for global warming, addressing concerns about climate change with striking visual impact and immediacy.
The campaign brought greater awareness of FTSE Russell’s extensive specialized climate data and analytics, yielding over 3.5 million digital impressions and consistently outperforming CTR benchmarks.