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Alliance Trust - Summer 2007 Campaign

The Client

International investment and financial services group and the UK’s largest generalist investment trust company managing over £2.8billion of assets.

The Brief

Create tactical campaign that would create a ‘stir’ in what is currently a very traditional and corporate marketplace
Promote the newly launched Alliance Trust online dealing platform
Recruit new customers to Alliance Trust
Encourage current customers to increase trading activity levels during a historically quiet trading period.

The Solution

Developed and produced an impactful, fully-integrated tactical campaign that included online banners and PPC, emails, full page press adverts along with DM packs to the existing customer base
Introduced and promoted the offer of commission-free trading on purchases, to increase buy trades and therefore stocks held
Created a ‘stir’ in a very traditional and corporate marketplace by utilising movie iconography and famous film titles to communicate the key benefits of the online only offer.

The Results

1,000 new trading accounts opened, 25% uplift on the target for the full campaign
Average daily trades increase of 100% (from 300 to 600 per day), at peak times this was seen to provide a 400% increase
The campaign’s success is now being built upon to challenge the main players within the online dealing market place.