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
The sector has become increasingly competitive as companies such as
Goldfish, Egg and Fidelity Investment Services have launched similar
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.