The future isn’t scary

From AI becoming too powerful to robots taking over, cultural narratives surrounding our technology-driven future are…kinda scary. But the truth is, the only thing scarier than the future is not investing in it. This tension was the opportunity for Invesco QQQ, the most well-known tech-centric ETF in the game, to not only break through category clutter, but get people to “rethink the possibility” of the fund and add it to their portfolio consideration set at rates that outpaced the category.

The Challenge: Develop a campaign that was impossible to ignore and capable of shifting the conversation to increase consideration of Invesco QQQ.

The Insight: The only thing scarier than the future is not investing in it.

The Idea: Show how missing out on QQQ was the scariest thing you could do.

Bringing the Idea to Life: An integrated campaign debuting at March Madness that reframed a dystopian future into possibility.

Results: Record-setting, category-surpassing lifts in consideration, advocacy, and intent to learn more; 1.3M site-visits and 19.8K clicks to brokerage platforms.