Trading Platform IG Delivers More in Latest Campaign

Creative production agency cain&abelDDB has partnered with online trading platform IG to develop and bring to life a creative campaign that champions the company’s new brand positioning: ‘In the market for more’.

Aiming to target a wider audience than traditional, experienced traders, cain&abelDDB has produced and delivered two short films to run across both TV and social, inspiring people to trade using the IG app.

The campaign has gone live across the UK in November, with the TV film airing on Bloomberg TV. Featuring a diverse set of investors, the 30-second and 15-second films capture the essence of what ‘more’ means to customers, as well as what’s important in a trading platform.

The cain&abelDDB team concepted, shot, and supplied the finished films, embracing a fast-paced medley of shot footage as well as un-apologetic stock footage, which results in a punchy, engaging film that celebrates the ‘more’ and cuts through competitor offerings. The agency also worked with director Henry Dean, as well as VO Studio and Grand Central Recording Studio to produce the final film.

Mike Turnbull, managing partner at cain&abelDDB, said, “This has been a great initiative to be part of and has involved close collaboration with both IG’s marketing and brand teams to work out how we can bring their new positioning and brand world to life. Using creative storytelling in film, we’ve looked to create cut-through in the finance category.”

Nick Higgins, head of UK marketing at IG said, “I think it’s fair to say that this was never an easy brief, constrained by the inherent complexity of the trading category, not to mention the tightness of our budget, timelines, and regulatory environment. But the team at cain&abelDDB certainly rose to the challenge. The key for us was to land on an asset that captures the truth that IG is more than just a functional platform, and thanks to the energy, humour and humanity injected by cain&abelDDB we think this is exactly what we have.”