BRANDING NEWS: Alpari chooses Bloomberg TV in latest brand campaign
Global financial trading technology provider Alpari is looking to capture the high pressure world of global foreign exchange, metals and CFD [derivatives] trading in a new TV campaign designed to market the brand and its various trading products.
The integrated campaign includes a 40 second TV ad, created by Atomic London, which is being aired on Bloomberg TV in the UK, Europe and the Middle East. Out-of-home activity in the City of London and press advertising in City AM and Money Week is running alongside the campaign to promote its separate 'ATL brand campaign'. Below-the-line activity will also be used, targeting specific individuals and niche groups.
The TV ad promotes a number of technologies on its MT4 trading platform, as well as a free social network platform enabling individuals to network and exchange ideas and discuss strategies with like-minded traders. Plus, as a company offering a regulated product Alpari is prohibited from advertising on mainstream TV channels, as a result Bloomberg was chosen as it is a financial broadcaster.
Chantelle Johnson, global head of marketing for Alpari, comments: “In a market crowded with forex [foreign exchange] brokers’ advertising, we wanted to create a truly standout campaign focusing on the needs of our traders and how the company responded to them.
"The result is a beautifully shot film capturing dynamics of the market, the passion and dedication that drives traders and how as a company we are committed to putting their needs first.”
The ad was directed by Cannes Lions-winning director Ben Liam Jones.
Variations and adaptations of the ad are planned to run beyond the initial nine-week run, and into 2014.
Alpari is continuing to run advertising around its sponsorship of elite sailing event the Alpari World Match Racing Tour, and West Ham FC, for whom it is shirt sponsor.