| Titre | Mace |
| Agence |
Dirty Water Integrated
|
| Campagne |
Middleman - BrokerageAmerica
|
| Annonceur |
BrokerageAmerica
|
| Marque |
BrokerageAmerica
|
| Mise en ligne | Février 2002 |
| Secteur d'activité | Services financiers en ligne
|
| Slogan | Cut to the trade |
| Synopsis | BrokerageAmerica is a new discount online stock trading company which features free stock trades to consumers. Each ad in the "Middleman" campaign demonstrates an unexpectedly humorous way to cut out the middleman/broker from your stock trades. |
| Philosophie | By making online traders aware that they didn't really get rid of the broker when they traded online, we instantly gained their attention and predisposed them to check out BrokerageAmerica. Creatively, we conveyed that because as a market maker, BrokerageAmerica eliminated the middleman - and lets online traders "cut to the trade" and save commissions. |
| Problème | Needed to successfully launch a no-frills brokerage service in a severely contracted economy when established brands are suffering and online traders are looking for more (not fewer) added services. Our key insight was that online traders were very resentful of brokers. And, they didn't realize that even when they traded online, a broker was involved. |
| Type de média |
Presse magazine
|
| Marché | Etats-Unis |
| Directeur de création |
Sam Gulisano
|
| Concepteur / rédacteur |
Rob Austin
|
| Directeur artistique |
Carolyn Gargano
|
| Photographe |
Joe Paczkowski
|
