interactive investor Drops Penny on Smarter Investing with Philosophical Campaign

interactive investor (ii), the UK’s second-largest investment platform, has unveiled a new brand platform — ‘i think, therefore ii’ — as part of a bold nationwide multi-channel campaign including TV, digital, print, radio, and social media.

The new brand tag line positions interactive investor as the obvious choice for thoughtful investors. Inspired by Descartes’ famous phrase, “I think, therefore I am”, it highlights investing as an act of reason and clarity and interactive investor as the only logical choice.

interactive investor has long-been a proud industry outlier, using a transparent subscription-based charging. Customers pay a flat monthly fee, even as their investments grow, meaning they keep more of what they make. This unique flat fee charging model sets interactive investor apart from the other major platforms which charge a percentage fee that eats into investors’ pot over time. Trusted by UK investors for over three decades, the investment platform helps people achieve their long-term financial goals - offering unrivalled choice, value and control.

The campaign idea, ‘Penny Drop,’ captures the moment people realise the benefits of investing with ii. The film shows a range of ii customers experiencing that moment of clarity as giant pennies crash down into everyday settings — from roads to gardens — each representing one of the platform’s half a million investors.

The film was directed by Pensacola, known for their technically skilled and clever work that often incorporates both humour and heart. And co-produced by CANADA and All Things in collaboration with Electric Theatre Company who handled all post and visual effects.

The ‘penny drop’ idea extends into radio, digital, print and press with each execution created bespoke to the medium.

“interactive investor is a brand built on empowering people to take control of their financial future and invest with confidence,” said Gemma Buckwell, head of brand, at ii. “This campaign distills that promise into one powerful idea - that whoever you are, however you want to invest, you’ll reach the same conclusion: ii is the obvious choice.”

“It’s rare to work with clients who not only push you but push themselves to be better. This mammoth journey ends with a big, bold, simple, well-crafted, well-executed idea that shows the true meaning of collaboration. Here’s to slamming more pennies into things in the future,” said Vanessa Robinson, creative director, RCP.

RCP was appointed to undertake a deep strategic dive into ii’s brand positioning back in early 2024 following a competitive pitch process. Over six months the agency collaborated closely with the ii team to define a sharper, more distinctive brand strategy, positioning and identity, culminating in the development of this new creative platform - “I think, therefore ii.”

Following the success of that work, RCP were then tasked with the development of a launch campaign for the new platform. One which would celebrate ii’s commitment to becoming the go-to investment platform - the place where people can confidently take control of their financial future.