AMP Capital has relaunched its Digital INsights portal.
The site seeks to educate investors over 45 on fund investment, primarily through video content. It will be AMP Capital’s primary communication vehicle throughout 2009/10.
Developed by @www, creative director Tristan Fawley said it was designed for investors who had already decided to put their money into funds but were unsure of which to select.
“This age group don’t want flashy interfaces – they want access to expert information in an easily accessible format,” said Fawley, “We focussed on developing video content in a medium that best suited their needs. This included flash streaming video online (both high and low bandwidth), podcast download, RSS subscription feed and windows media download.”
AMP Capital decided on the video portal following a feasibility study finding that the age group were positive toward online video as a communication channel.