Online brokerage Mydiscountbroker.com launched a multi-year, $40 million integrated national advertising campaign that includes TV and print media components.
The campaign will focus on promoting the brand and its benefits using the tag line “Your Investments.Your Way.” The company said it invested in research with Market Strategies, conducting intensive focus groups to target the campaign. The Web site has been redesigned and now offers MyView, the company’s new Web-based application.
The television campaign launches on CNBC Aug. 26 during the PGA Reno-Tahoe Open. The four spots feature a diverse group of online traders — retired men, a 30-something woman and a 40ish couple. The ads focus on a different key benefit of Mydiscountbroker.com which include no hidden charges; instant pop-up trade notification with new free software; how the free software allows drill-down for details on a single page, receiving complete history of transactions; and customer service /technical support.
Marcus and Associates is Mydiscountbroker.com’s advertising agency of record. Marketecture is the media buying agency. Apollo Film is the production company and Richard Druz produced the music for the television campaign.
“We waited to ensure our infrastructure was in place before we made a major advertising push,” said Bruce Zucker, president of Mydiscountbroker.com. The national print campaign will be launched in the second week of September. Creative direction and media plans have not yet been announced.
Online advertising partnerships with CNBC.com and Gomez.com are also part of the campaign. For the next eight months, CNBC.com will feature Mydiscountbroker.com as one of the select broker buttons on the portfolio, stock-quote and stock-chart areas. The Gomez.com financial section will feature Mydiscountbroker.com as an exclusive sponsor on three areas. Mydiscountbroker.com will co-sponsor two other areas and will have a trading button on the Gomez page accessed through AOL personal finance.
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