BrokerageAmerica - "Slingshot"

Dirty Water Integrated New York, United States

2700

Title	Slingshot
Agency	Dirty Water Integrated
Campaign	Middleman - BrokerageAmerica
Advertiser	BrokerageAmerica
Brand	BrokerageAmerica
Posted	February 2002
Business Sector	Online Financial Service
Tagline	Cut to the trade
Story	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.
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.
Media Type	Magazine
Market	United States
Creative Director	Sam Gulisano
Copywriter	Rob Austin
Art Director	Carolyn Gargano
Photographer	Joe Paczkowski