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Challenge:
An investment group approached Cocojambo to create a strategy to attract ten high net worth individuals (HNWI's) to join a group to jointly participate in Management Buy Outs (MBO's) of $50-$100m+ private companies without succession plans.
The request was for a series of printed materials and advertising to present the business concept, the approach, the funds required, the target acquisitions and exit plans.
Solution:
We stepped back and asked "Who are the customers?". Our initial research revealed that the intended recipient would not get the opportunity to read any of the material we created, as their advisors, personal entourage and staff would be delegated the task of screening them from such opportunities.
The only thing that would be of any interest to these individuals were the other nine (HNWI's) involved - therefore our task was not to create materials to sell an investment vehicle, but instead for materials to sell a club, a place these individuals would relate to and become excited by.
The result was something akin to an image of aristocracy, we created a 1920's style gentleman's club: "THE MBO HUNTING PARTY |
