May 1, 2006 12:00 AM, By Kathleen M. Joyce

• CAMPAIGN: The Music Lives Foundation
• AGENCY: Arnold Worldwide
• CLIENT: Fidelity Investments
• PARTNER: Sir Paul McCartney

Much as he’d like to be thought of as a “regular guy,” women still weep when they hear Paul McCartney’s voice. At least they did last September at the offices of Fidelity Investments, when McCartney left a voice mail message for some 42,000 employees worldwide, telling them how pleased he was to be joining up with the company.

“There were women crying, ‘But you can’t save it!’” says Kathleen Hall, Fidelity’s executive VP, who leads the company’s marketing efforts, recalling her staff’s effort to keep the recorded message. “It was pretty cool.”

Even more cool was the project McCartney and Fidelity launched in October. The Music Lives Foundation raises awareness and funding for music education programs in schools throughout the U.S.

“Music education is a critical program of study that gets scant attention, and fewer and fewer dollars every year. The Music Lives Foundation wants to combat this trend and keep music alive in our schools for years to come,” said Robert L. Reynolds, Fidelity vice chairman and chief operating officer, at the time of the launch.

In its first half year, the program has raised $500,000 to fund grants for schools in five major metropolitan markets. At the same time, it has helped Fidelity re-cast its image as a provider of financial services, transforming itself from a somewhat stodgy grey-suit firm to one that shares its clients’ enthusiasm for the future.

“It has fulfilled our every goal: philanthropic, branding and fiscal,” Hall says. The key to the program’s success, she says, is the perfect fit between boomer icon McCartney and Fidelity’s goal of getting those boomers to save more intelligently for their retirements.

“Both ‘brands’ are smart, hardworking, established but innovative, original and enduring. [McCartney] is the perfect embodiment of Fidelity’s creative concept, ‘Never stop doing what you love,’” agrees Beth Rice, executive VP of Arnold Worldwide, Fidelity’s lead agency.

While the relationship between McCartney and Fidelity began with talks about a potential sponsorship of his 2005 U.S. tour, it quickly elevated when Arnold began to talk about building a campaign around his life story, in particular his willingness to evolve personally and professionally.

“Paul McCartney is never going to do a commercial endorsement,” Hall told PROMO on the day of the launch. “But two things sold him: funding retirement is a social cause in the U.S.—people don’t have enough to retire on! And when he saw the execution around him being a regular person, he loved it.”

Even so, she says, the music program sealed the deal. In addition to promoting music education at his concerts, McCartney has backed premiums that reward Fidelity clients for reviewing their portfolios with an advisor (a review results in a gift CD featuring an exclusive mix of McCartney’s music); clients opening new accounts receive a pewter “Music Lives” bracelet and a donation made on their behalf. A direct donation to the foundation is also rewarded with the bracelet.

In addition to visibility at McCartney concerts, Fidelity has pushed the program online, in its branch facilities and via media advertising.

Unwilling to disclose the numbers of accounts opened or reviews conducted, Hall nevertheless beams about the success of the Music Lives partnership. “I don’t know how we’re ever going to top it,” she says.

The program has become something of a benchmark among celebrities considering commercial ties. The company has been approached by dozens of agents representing “A-list” talent; they have all been turned down, Hall says.

“This was never meant to be a celebrity campaign,” she says. “ It was unique to Paul and his attributes as a ‘regular’ person.”

McCartney is represented on the board of the Music Lives Foundation, and plans to stay involved indefinitely. So does Fidelity. Plans are currently underway for a grassroots initiative that the company will guide for at least the next five years.

DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. Renew your subscription Subscribe to the magazine Sign up for email newsletters

A panel of professionals answers your questions. Submit your questions.
		Michael McKelvie Gift Cards and Reward Cards
		Bob Bell Tie-in Partnerships
		Dave Hunt Rebates
		Bruce Hollander Sweepstakes
		Joel Parent Interactive
		Become an Expert More Info