In 1999 there were no investment funds for the common man with an average income, but PKO / Credit-Suisse wanted to change that.
They planned three new investment funds with different risk levels. Participation starting from only 50 zloties (around 12 euro).
A basic problem was the communication towards their target - with no experience connected to investing whatsoever.
Some form of (visual) language had to be created to show that investing is easy and can be done by anyone, even if they haven't got large amounts of spare money.
Our solution was called 'Pan Marian' - Mr. Marian.
A sympathetic cartoon figure, who walked around with a giant zloty coin under his arm, and climbed several ladders. These where to symbolize the three different risk levels, or rather a visual translation of what could happen when investing your money in any of these funds; the higher the ladder, the bigger the bag of money. And anyone could understand, that a higher ladder meant a bigger fall when things would turn bad.
Although the campaign worked very well, the funds itself did much worse. They lost in average about 30% of people's investments within a year, and shut their doors.
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