Miles Calcraft Briginshaw Duffy is taking Self Trade, the online
share dealing site, on to TV for the first time since winning the pounds
5 million pan-European account at the beginning of the year.
Three 30-second executions, which are due to break this week, will
continue to target more inexperienced traders and those traders who feel
daunted by the process by highlighting how easy the site is to use.
’Carrots’ shows a man frantically asking for help to extinguish a fire
in his shed. A neighbour offers him a useless bunch of carrots before he
is finally handed a fire extinguisher. A voiceover explains: ’At Self
Trade we like to think of ourselves as more of a fire extinguisher than
a bunch of carrots. That’s why we offer our customers a step-by-step
guide to trading online and not root vegetables.’
’Haggling’ highlights how Self Trade has just one flat commission fee of
pounds 12.50 for every online share deal. ’Prisoner’ illustrates that if
users are unhappy with any aspect of the service, Self Trade will refund
its commission fees.
Peter Boucher, Self Trade’s marketing director, said: ’These ads create
a really fresh tone for the category. They combine salient benefits with
a strong brand personality that challenges conventional financial
The campaign was co-written by Malcolm Duffy and Ella Wilson and art
directed by Paul Briginshaw and Caroline Oliver. The ads were directed
and produced through ACNE International.
Media planning and buying is by Initiative.