Singapore – Fidelity International has launched its Fidelity Funds 2 – Global Discovery Fund in Singapore with a campaign that moved beyond traditional B2B fund marketing.
The new global equity solution, which focuses on uncovering stocks with untapped potential, was introduced through a collaboration with experiential agency Motion: For Impact. The agency designed a direct mailer in the form of a miniature cargo ship, symbolising global trade, exploration, and opportunities.
The 3D-printed vessel was created with functional doors and magnetic, hand-sized containers, each containing custom-designed cookies tied to the fund’s themes and stock holdings. The model was used to support months of B2B engagement in Singapore, providing a tactile storytelling tool for presentations and training sessions.
“With the theme of Discovery anchoring the concept, our team began by gaining a comprehensive understanding of the unique draws of the solution. We leaned into the diversity offered by Fidelity’s opportunistic all-market-cap approach, translating it into a narrative of enabling investors to discover quality gems across the world,” said Juliana Mattar, founder & CEO of Motion.
She added, “This has been a fun and impactful collaboration as we were able to creatively consider how to invite fresh energy, move the human senses and facilitate emotional connections in an industry shaped largely by speed, virtuality and transactional exchanges.”
The campaign, which launched in April, extended into July, with the vessel later adapted to support a second Fidelity fund. It was also used as the centerpiece of a “blind box” training event, where participants could win prizes linked to specific stock holdings and fund themes. Fidelity said it plans to continue using the vessel for future client engagement.
A marketing spokesperson from Fidelity International said, “In today’s crowded investment landscape, we believe in the importance of exploring creative ways to bring our capabilities to life. The container ship gave us a tangible and engaging way to showcase what the fund stands for, while making learning fun and memorable for our distribution partners. It was well received by clients and stakeholders alike, and a great example of how thinking outside the box can deepen engagement and help to differentiate our offerings.”
