Integrated agency DDB UK has created a high impact campaign for leading financial spread betting company IG Index.
Launched 5 September, it involves a take over of the commutes of city workers. The integrated ‘September Switchers’ campaign comprises a combination of outdoor, press and online support. It involves a takeover of Waterloo train station, featuring pennants along platforms, floor media on the station concourse and hanging banners.
In addition, for four weeks the copy-led executions will feature heavily along the Waterloo and City Line there will be a Tube Car Panels takeover and ads will feature along the Bank station Travolator. The campaign will also be leveraged by Aurasma, the world’s first visual internet browser.
The campaign executions use wordplay to capture the attention of fast-paced commuters with little time to contemplate advertising. Executions feature headlines such as: ‘Spread Better’ and ‘You visit the same platform every day. Why?’ with each execution driving traffic to www.igindex.co.uk/tradeup aiming to encourage existing spread betters to switch to IG Index.
Press ads targeting high-value traders will feature in financial and national press, including: Financial Times, Money Week, Investors Chronicle and commuter newspapers The Evening Standard and City AM.
In February 2011 IG Index launched its Event Mapping campaign, which focused on recruiting new customers to the spread-betting sector. This latest campaign represents a shift in strategy, marketing IG Index to those who already spread bet.
Richard Hill, Strategy Director from DDB UK said: “Previously we’ve developed campaigns for IG Index explaining spread-betting to potential clients. ‘September Switchers’ heralds a strategic shift, appealing instead to a specialised audience that already has an in-depth sector knowledge. This builds on our previous work, helping to drive efficiency whilst confirming IG as the most attractive provider in the competitive market”.
Tim Hughes, Managing Director at IG Index, added: “This is an exciting high impact, fully integrated campaign that we feel confidently communicates our position as the UK’s number one financial spread betting provider.”
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