In the Know

WHAT WAS INITIALLY A BLOCKER FOR THE BRAND, THE FACT THAT THEY WERE NOT ALLOWED TO MENTION KEY BENEFITS OF THEIR FINANCIAL TRADING ACCOUNT, BECAME THE BASIS OF THE CAMPAIGN. NOT BEING ALLOWED TO MENTION KEY BENEFITS OF A PRODUCT OFFERING MAY SEEM LIKE A MASSIVE HINDRANCE, BUT FOR THIS CAMPAIGN I TOOK THAT AND CREATED A SENSE OF INTRIGUE AND AN INNER CIRCLE FOR PEOPLE IN THE KNOW. IG'S CLIENTS ARE FINANCIALLY SAVVY AND KNOW HOW THE REGULATIONS WOULD AFFECT THEM, SO IN REALITY THEY DON’T NEED TO BE SOLD ANYTHING AS THEY ALREADY KNOW WHAT THEY NEED. SIMPLY MAKING IT CLEAR THAT IG HAVE A BENEFICIAL 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.