BrokerageAmerica is a new discount online stock trading company which features free stock trades to consumers. Each TV commercial shows consumers in everyday purchasing situations (at the supermarket, at a restaurant) - but inject a "middleman" into the situation who absurdly "takes a cut" of every exchange.
Philosophy
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.
Problem
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.