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
Chiat/Day created ads such as “Buy, Sell, Tell — Take your stock picks
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
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.