NYSE Multi Channel Marketing via Digitas

Going public on the New York Stock Exchange (NYSE) is a significant benchmark for any business. While it’s the culmination of many successes, an IPO is followed by even more growth stories and achievements. To showcase the great moments, individuals and activities behind the most fascinating companies in business, the NYSE today unveiled a new multichannel marketing initiative: The Big Stage.
 

The creation of a newly created branded content property, NYSEBigStage (www.NYSEBigStage.com), is a confluence of storytelling and design, built to showcase exclusive company stories and build a community of new and established leaders. “The companies within our global community continue to mark their achievements on our stage and this campaign is designed to explore the unique stories tied to these moments,” said Marisa Ricciardi, Global Head of Marketing & Branding, NYSE Euronext.

 
Integrated with the launch is a co-branded TV campaign that explores the emotional attachment companies have to an IPO.  Titled “Stages,” the TV and online campaign was directed by Jason Harrington and produced by Paydirt Pictures for Digitas. Two of the spots released Wednesday turn the lens on recent IPOs, Silver Spring Networks (NYSE: SSNI) and Workday (NYSE: WDAY), while the third :30 spot to be released on Monday highlights Zoetis (NYSE: ZTS) at launch. Each of the :30 spots broadens insight into the incomparable feeling of going public on the NYSE by making the moment relatable to a wider audience.

 

 
Paydirt director Jason Harrington was excited by the idea of drawing on comparisons by using glimpses into the milestones of performers as they take center stage in the prime of their careers. In the promos, the viewer walks beside a swimmer, a ballerina, and a musician, as each prepares for a significant moment in their respective spheres.  He says, “This ‘pattern’ helped in a tremendous way editorially in creating the metaphor of going ‘on stage,’ and its importance.”  
The campaign was shot at Lehman University, in the Bronx, New York, for the ballet stage and the Olympic pool, and NYC’s famed venue Webster Hall for the concert scene. Filming of the NYSE took place on-site after trading hours, with each venue requiring over a hundred extras to fill the large spaces.    Harrington used actors that could reflect on a personal experience, casting real ballerinas for the graceful way they carry themselves, the swimmers for their broad shoulders, and a real rock musician.    

 

 
Harrington wanted “Stages” to shine a light on the journey toward the IPO moment, “to give these people authenticity and a more human dimension.” Like the digital content platform that launched in tandem with the campaign, it centers on engaging storytelling to touch the emotions of viewers and invite them to celebrate a milestone moment, and all the successes that follow it. 

Credits

Brand: New York Stock Exchange
Campaign: The Big Stage

Advertising Agency: Digitas
Agency Producer: Lisa Young
Jesse Vendley : ECD
Jeffrey Krotzer : CD / Writer
Mark Catalina : CD / Art Director

Production Company: Paydirt Pictures
Executive Producers: Jonathon Ker, Jeremy Barrett
Production Company Producer: Jason Manz
Director: Jason Harrington
DP: Manel Ruiz
Production Designer: Pete Zumba
Editorial Company: Beast (NY)
Editorial Executive Producer: Elizabeth Krajewski 
Editor: Adam Schwartz 
Producer: Jenny Greenfield
Online: Scott Bravo 
Colorist: Lez Rudge
Mixer: Eric Warzecha