Sponsorships + Activation

Owning Retirement with a World-Class Partnership

Fidelity’s task? Own the “new retirement.” Together, we turned to Paul McCartney, the perfect symbol of someone who will never stop doing what they love.

We constructed and activated a multi-faceted partnership with Sir Paul, sponsoring his 37 city 2005 US Tour and worked with him to create The Music Lives Foundation, a cause dedicated to raising funds to support and restore music programs in schools. We built and installed branded exhibits in all the concert venues, created on-site, online and in-branch lead generation and designed a commemorative Music Lives bracelet to raise funds. The whole effort was supported with an advertising campaign and direct marketing, and the PR coverage proved we had a winning idea.

The results:
      • $407.6M in “new money” 
      • 17,714 leads captured at kiosks
      • 1,850 Fidelity clients, executives and employees hosted at concerts