Miles Calcraft unveils Self Trade ads

Miles Calcraft Briginshaw Duffy is launching its first work for Self Trade, a new online share dealing company, with a poster campaign positioning it as the cheapest and fastest operator in its sector.

Miles Calcraft Briginshaw Duffy is launching its first work for

Self Trade, a new online share dealing company, with a poster campaign

positioning it as the cheapest and fastest operator in its sector.



The pounds 3 million London-wide poster campaign is the first instalment

of a series of ads that will roll out with national TV, press, radio and

online executions throughout June and July.



The campaign launches into a market that is threatening the livelihood

of more traditional stockbrokers - online trading allows individuals to

check a share price and then simply key in ’buy’ or ’sell’ to secure a

deal.



The sector has become increasingly competitive as companies such as

Goldfish, Egg and Fidelity Investment Services have launched similar

enterprises.



Two print executions, which break this week, will target more

inexperienced traders - those who have money to invest but feel daunted

by a process they see as complicated and expensive.



One execution features a cartoon drawing of the infamous ’Fat Slags’ Viz

characters above the word ’Easy’. A second execution shows five sketches

of the same dog under the headline: ’Can you find the five dogs hidden

in this picture?’



Peter Boucher, the marketing director of Self Trade, explained: ’We

wanted Self Trade to carve a strong position for itself in the extremely

competitive environment of financial advertising.



’Miles Calcraft has developed a campaign that will cut through, make

online trading appealing and make people laugh.’



The poster campaign was written by Malcolm Duffy and Ella Wilson and art

directed by Paul Briginshaw and Caroline Oliver. Media planning is

in-house and media buying is through Initiative Media.



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