State Street

Using FOMO to educate investors on a big opportunity.

Getting investors to stop overlooking mid-caps.

Problem

You've probably never heard of mid-cap stocks. And that's a problem for State Street, creators of the SPDR S&P 400 Midcap ETF. But mid-caps (like Dunkin' Donuts, The New York Times, and Sam Adams) offer a lucrative blend of large- and small-cap characteristics.

Solution

From a copy perspective, the primary angle was FOMO. Financial advisors and investors are always looking for a new angle to beat the market average. This campaign highlighted how they're missing out on a potential gold mine if they ignore mid-caps.

Results