IG, the UK head-quartered FTSE250 company, has launched an integrated marketing campaign to increase awareness of its market-leading forex offering. The campaign will target the growing FX trading community in the UK.
The ‘FOR EX…’ campaign creative and online media planning were developed in-house at IG, whilst all offline media was planned and bought by John Aylings & Associates. The campaign creative utilises the letters of FOREX as a prefix whilst introducing each element of IG’s product offering in the suffix, creating clear and impactful statements that highlight major competitive benefits of using IG, the UK’s largest forex provider*, for forex trading. These include ‘FOR EXperts’, a summary launch message highlighting IG’s overall expertise in forex trading, while ‘FOR EXecution in 0.1 seconds’ more explicitly highlights the quality and speed of execution delivered by IG’s platform.
Business commuters
The campaign is targeted at business commuters across the transport network in 12 UK cities, instead of the sole London and South East focus often adopted by brands in this sector. Those travelling through London, Edinburgh Waverley, Manchester Piccadilly, Glasgow Central, Leeds, Brighton and Birmingham will all be targeted during the campaign, whilst commuters travelling through Bank station will see a large creative takeover using HD vinyl sheets and digital screens.
More widely there will be a full national print campaign and passengers departing from London City Airport will also be able to view the creative on digital screens throughout the departure lounge. The fully integrated campaign will also include full online display and PPC activation, in-app mobile advertising, the use of ECN livescreens in 150 office blocks around London, promoted Tweets and Facebook ads throughout September and October 2013.
Ali Hine, Chief Marketing Officer, IG said “IG has created this ambitious campaign targeting potential customers across a range of channels to highlight our market leading position in the forex sector and showcase our offering to a wider audience.
As the mobile app is increasingly the tool of choice to make a trade, the commuter audience is a key target for us. We have seen interest levels in forex trading grow year on year, and hope to increase awareness and drive engagement of IG’s forex expertise through this campaign.”
