The UK financial regulator, the Financial Conduct Authority (FCA), has unveiled an innovative new ad to accompany cinema screenings of ‘Dumb Money’, a film dealing with the GameStop stock drama in 2021.
The FCA’s awareness spot looks to highlight the range of risks associated with stock market investments, advising viewers to be wary of ‘investment hype’, often championed by business influencers on social media.
Running during the so-called ‘Gold Spot’ just before the film’s opening credits, the regulator’s ad’s main aim will be to stress the importance of carrying out diligent research before making online investments.
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“The GameStop episode is a classic example of speculative investment driven by hype, and many investors suffered painful losses at the time. This new film gives us the perfect opportunity to encourage less experienced investors to understand the risks, avoid hype and do the necessary research before they invest,” FCA head of content and channels Emma Stranack said.
“This is the first time we’ve created a cinema advert tied-in with a specific film. The subject-matter is directly aligned to our target audience’s interests and the cinema provides a unique environment to capture their attention.”
Forming part of the FCA’s ongoing InvestSmart campaign, the hero clip will be supported by digital screens in cinema foyers, and geo-targeted alongside ads in contextual locations online, where the target audience researches investments.
