TTFO is a private wealth management firm offering clients in the GCC investment products. TFO wanted to use digital channels to offer these products to low high net worth individuals (LHNWIs) who have $1-10m investable assets. As a key digital channel, TFO developed a dedicated website to Generate Leads (a subdomain of the main website: tfoco.com), primarily targeting professionals, like executives at large corporates for instance, but the design and implementation needed to be scalable to other segments like women, merchants, real estate holders, etc. The challenge was that this target group is usually reluctant to invest as they think that life ends upon retirement.

A dedicated social and digital campaign was created to launch the website. The campaign focused on the comma, a graphical and literary symbol that marks a pause, but doesn’t end a sentence, explaining that life doesn’t end upon retirement, while highlighting the benefits of investing with TFO to generate steady income in retirement and create a secure future for their family.