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Jupiter Asset Management’s The Value of Active Minds campaign broke free from traditional financial industry advertising to deliver an emotive, aspirational, high-production TVC that redefined what it means to think actively in investing.

Rather than relying on charts, data, monetary themes – or focusing on investing as the core subject matter – the campaign told a compelling human story: a young girl’s fascination with space fuelling her curiosity and determination until she achieves her dream of becoming an astronaut.

This journey mirrors Jupiter’s investment philosophy – seeking opportunities beyond the obvious, embracing adaptability and thinking long-term.
With a cinematic approach and storytelling rarely seen in the asset management sector, the campaign garnered great stood out. Running across Sky AdSmart, YouTube and financial media, it sparked engagement, improved brand perception and, most importantly, reasserted Jupiter’s place among top-tier asset managers.

More than just an advert, this was a brand statement – proving that in a world of passive investing, active minds create real value.

Results wise it significantly outperformed financial sector norms across all key metrics:

- Prompted brand recall soared by 267.4% (from 8.6% to 31.6%), nearly 99% above the category average,

- while spontaneous brand recall rose increased by +38%.

- Prompted brand awareness increased by 8.2%, more than double the finance norm (+3.4%),