iExchange.com, an online marketplace for investment ideas and insights, has launched a guerrilla marketing campaign created by TBWA/Chiat/Day Los Angeles to build brand awareness and drive site traffic.
The viral branding campaign targets the hubs of investment activity in New York and San Francisco. In parallel this month, Chiat/Day is implementing online and print campaigns that target individual investors who actively trade online. Spending was not disclosed.
Ads targeting “analysts” convey that anyone with a good investment idea and a computer can earn recognition and financial reward at iExchange.com. The ads targeting investors communicate how investors now have an organized, reliable, marketplace for investment ideas to help them make more informed decisions.
Chiat/Day created ads such as “Buy, Sell, Tell — Take your stock picks public.”
The ads are being placed in subway tunnels, construction sites, vendor umbrellas of food stands, and on coasters, matchbooks and postcards in bars and restaurants frequented by the financial community.
Print ads are being placed in financial publications such as Barron’s, the Wall Street Journal and Investor’s Business Daily.
Online ads are being posted on financial Web sites and search engines such as Motley Fool, Quote.com and Excite, and online editions of the Silicon Investor, Wall Street Journal Interactive and CBSMarketWatch.com, FlyCast, MSN.com, Wired Online and CBS MarketWatch.com.
“We recognize iExchange.com’s strong, first mover advantage and look forward to continuing to push the envelope of creativity to build the brand and drive site traffic,” said TBWA/Chiat/Day Los Angeles’s President and CEO Tom Carroll.
TBWA/Chiat/Day is the 15th largest ad agency in the U.S. with estimated billings of $1.8 billion. Clients include Nissan, Apple, Levis, The International Olympic Committee, Taco Bell, Infiniti, Absolut, ABC Television, Pets.com, Circuit City, Kinko’s, Promus Hotels, Sony PlayStation, Seagram, barnesandnoble.com and Energizer.
iExchange.com tracks the performance of every investment idea posted to the site and ranks “analysts” accordingly.