In the Know
Brief in short:
Promote the new professional offering from IG, keeping in mind financial regulation meaning you cannot openly state any of the benefits we offer.
What would seem like a blocker – the fact we cannot mention key benefits of the offering – became the basis of the whole campaign. Out clients are financially savvy and know how the regulations would affect them, so in reality we don’t need to sell them anything as they already know what they need. Simply making it clear that we have the offering would be enough.
For prospects who didn’t already know, we would create a sense of intrigue with the creative. An elite club of traders who are in the know.