Russell services prize in online promo
by Michelle Halpern
02/21/05- Marketing Daily

Financial planning and mutual fund company Russell Investment Group is encouraging investment advisors to get competitive.

The Toronto-based company launched an interactive campaign that asks partner advisors to visit getsthepoint.com and answer quiz questions. Advisors are then ranked according to their correct answers. They can also earn points by referring other advisors to the site. On March 21, the top 25 entries receive a prize package that includes business services from Russell such as consultations and marketing materials.

The campaign, created by Toronto digital shop N5R, aims to generate interest and awareness in LifePoints® Portfolios, a company product that gives advisors access to select third-party money managers.

“The investment market is highly saturated, meaning a lot of options for investors, and an overwhelming amount of information for advisors,” says Joe Perrin, president and managing director for Russell Canada. “We were looking for a way to reach and engage with advisors, rather than just sending them stacks of brochures.”

Russell is a new account for N5R. The shop also recently won the business for Montecito Property Company, a Florida-based luxury condominium conversion company. Montecito and N5R are currently running a U.S. campaign to drive brokers and the public to a gala launch event for the company’s newest condos.