Finastra
Finance is Open: A brand campaign that turned vision into reality
Finastra is a global leader in financial technology, providing a broad portfolio of solutions for universal banking, lending, payments, and treasury and capital markets.
Finastra’s stance on ‘open finance’, a key industry trend, had fallen behind its leading market position. As the market evolved, financial services became ‘open’, rendering Finastra’s tagline—’The Future of Finance is Open’—outdated.
This created an opportunity for Silver to help advance Finastra’s narrative and enhance market visibility in the context of open finance, new financial ecosystems, sustainable decision-making, and societal change.
Explore the world of open finance
The objective
The ‘Finance is Open’ campaign aimed to cement Finastra as a thought leader in the financial services space, increasing brand awareness and engagement. Objectives included boosting brand equity from an index of 49 to 53, generating a $10 million pipeline, and winning industry awards.
The solution
Using Silver’s custom-built AI – Cylvy™ – we analysed ‘open finance’ at an unprecedented scale. Ingesting 16M+ words, we analysed 3,300+ content pieces from 1,800+ organisations from the digital landscape, highlighting unique opportunities for content-driven thought leadership.
We identified messaging strategies where we could uniquely craft Finastra’s narrative based on the viewpoints of Finastra’s Executive Leadership, all before going on to rapidly create the high-performance content needed to fuel this brand campaign.
The creative
Finastra’s previous strapline was ‘The Future of Finance is Open’, a bold vision that drove the company’s strategy, people and operations forward as one. When pivoting to ‘Finance is Open’, it was crucial that the campaign messaging and creative helped to tell the brand’s story and effectively position Finastra as the champion of open finance to internal and external audiences.
We wanted to nod to the past and embrace the present with impactful messaging and creative throughout the campaign. This was achieved using a strong typographic campaign concept, taking headline statements that were once true within the financial industry and adapting them using an engaging ‘glitch’ effect to reflect the benefits that Finastra now enables in a world of open finance.
The messages were tailored for each campaign tier and target audience, supported by people-focused photography and a new ‘Finance is Open’ lockup – all pushing the boundaries of Finastra’s bold brand.
The results
Launching in March 2024, the ‘Finance is Open’ campaign has already achieved significant results aligned with our objectives.
Dominating the conversation.
Finastra’s share of ‘Finance is Open’ related conversation rose to 32% (global SoV), up from 15%.
Increased Digital Influence.
Finastra, previously ranked 57th in the open finance digital landscape, but is now 33rd.
Engagement at scale.
Over 95M paid media impressions, 39k+ organic impressions, 46k+ website visits, 4k+ eBook downloads, and 1M+ video views.
“This campaign has been a game-changer for Finastra. Silver's expertise and strategic approach have strengthened our 'Finance is Open' message and positioned us as innovative leaders in open finance. The campaign has just started, but we can already see how well it’s being received by our internal teams and customers. We’re thrilled with the collaboration and the positive impact this campaign has already had on our brand.”