Carolyn Gargano
Sr Group Creative Director at W2O Group
San Francisco , 美国
标题Mace
广告公司
广告战役 Middleman - BrokerageAmerica
广告主 BrokerageAmerica
品牌 BrokerageAmerica
Posted2月 2002
行业领域 网上金融服务
广告口号 Cut to the trade
剧情简介 BrokerageAmerica is a new discount online stock trading company which features free stock trades to consumers. Each ad in the "Middleman" campaign demonstrates an unexpectedly humorous way to cut out the middleman/broker from your stock trades.
哲学 By making online traders aware that they didn't really get rid of the broker when they traded online, we instantly gained their attention and predisposed them to check out BrokerageAmerica. Creatively, we conveyed that because as a market maker, BrokerageAmerica eliminated the middleman - and lets online traders "cut to the trade" and save commissions.
问题 Needed to successfully launch a no-frills brokerage service in a severely contracted economy when established brands are suffering and online traders are looking for more (not fewer) added services. Our key insight was that online traders were very resentful of brokers. And, they didn't realize that even when they traded online, a broker was involved.
媒体类别 杂志
市场 美国
创意总监
文案
美术指导
摄影师

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