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Our goal was to educate Financial Advisors on ETFs (Exchange Traded Funds) via an interactive broadband video experience. The education is intended to provide objective information around ETFs as a category, while also establishing the iShares brand preference. Many financial advisors are curious about iShares Exchange Traded Funds, but are not confident enough in their understanding to fully adopt and sell ETFs to their customers. The connection between understanding and adoption is strong. The more advisors are educated about ETFs, how they work, and how to incorporate them into a client portfolio, the more they will sell the product. So how do you explain a very complex thing, (ETFs) in a simple, engaging way? How do you take relatively dry financial information and turn it into something that would hold an advisor’s attention? This called for a learning experience that didn’t feel like a classroom. And we knew our audience would have different knowledge levels, different learning styles, and different amounts of time they could spend on the site. So we set out to create an experience that 1) lets users self select their knowledge level and time-in-experience by either skimming from topic to topic or diving deeper at any point and 2) allows users to customize their path through the information, easily save content for later, and quickly reorient themselves on return visits.

Contributors:

Creative Director:	Joel Krieger
Art Director:	Chesley Lowe
Copywriter:	Brandon Barr
Sound Design:	Joel Edwards
Editor:	Jimmy Milans
Development:	Brian Gorby
Production Design:	Merideth Baxter
Producer:	Paul Lizon

IQ INTERACTIVE

Location: US