Media > Target Audience
ARCHIPELAGO: THE OPEN SHOW
FALLON MINNEAPOLIS / ARCHIPELAGO / 2003
Awards:
Overview
Credits
Overview
Audience
A simple observation seeded our campaign idea: Archipelago's stock exchange competitors, the New York Stock Exchange and NASDAQ, have formal, televised openings every morning, watched by millions, but both feature the same formulaic ritual every day. We set out to develop a daily opening for Archipelago that would signal Archipelago too was open, but offered a unique alternative. Our goals were to raise and sustain brand awareness, and consequently increase order volume.
Execution
With insight into Archipelago's target audience, the media team identified the need for a new creative approach in order to avoid wear-out. Together with the rest of the team, we developed the solution. The media team also were the ones to make it happen: we sold the idea to CNBC, going beyond ad sales to include the higher-ups at the network. Against all odds, we developed, negotiated and aired a never-been-done-before TV campaign that turned traditional TV advertising on its head.
Idea
We reinvented TV advertising by turning ads into what appeared to be genuine programme content–and this content became daily 'appointment viewing' for our target. This campaign also exceeded all business objectives and generated buzz within the industry. The results are astounding:• Unaided ad awareness rose to 33%, the highest in the category - including the New York Stock Exchange, who outspends us 10-1. • Of traders surveyed, 43% made an attempt to tune into The Open Show.• The trader testimonials are endless: 'God's gift to cable television'; 'The best thing on CNBC'; 'Much more exciting than the suits on Wall Street'.• Archipelago's order volume increased 64% from September 2002 to January 2003.
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