Global online trading platform IG has launched its first global brand campaign. Running across 11 countries, the activity is intended to position the brand as the first choice for active traders across the world’s markets.
The campaign centres around a TV ad directed by Rupert Cresswell and produced by MPC Creative, who previously worked together on advertising for Bentley. The ad was shot on location in the Atacama Desert in Chile and saw the team working around the region’s largest snowfall for over 50 years.
The video aims to highlight the range of emotions experienced when trading, driven by the tagline ‘live every trade’.
The creative will run across a number of platforms including TV, digital outdoor, online and press.
Paul Gyles, head of marketing at IG said: “Never before has IG run a global multi-platform campaign. With the company opening 14 offices across the world in the last 12 years, and our 40th anniversary coming in November, we want to demonstrate our long-term commitment to strengthening the IG brand. And by leading on our brand rather than focusing on our product, we are confident we will reinforce our position among active traders while bringing financial trading to the attention of a whole new audience.”
