US ELECTION CAMPAIGN

Capitalise on the increased market volatility that the US Presidential Election would cause

 

Assignment

To be visible to 25-45 A/B men in an extremely busy trading category around one of the largest news stories of the year. Of course we had to ensure neutrality from a political stand point too.

Action

To create that visibility we decided to own important media opportunities around commuting.

Dominated Waterloo and City Line underground transfer at Waterloo station. Digital screens allowed us to play real time trading offers and broadcast results to commuters.

We sponsored a daily column in the Evening Standard around US trading.

And to stand out we used ‘book end’ media placements in London newspapers near relevant content.

Judgement

Over the two week campaign we helped dramatically increase web traffic to IG.

We achieved a 92% increase over the average IG had logged in the previous six months.

There was a corresponding increase in revenue.