Last week, the first spot in our client Direxion’s inaugural TV campaign aired on Bloomberg TV. This being Direxion’s small-screen debut, we are all pretty excited, and once again, exceedingly proud of our collaboration. Here’s the (short!) story…
Our goal was to promote Direxion’s brand of leveraged ETFs, Direxion Shares, to an expanded audience with a campaign focused on their ever-evolving ETF lineup across several categories.
To advance brand awareness in the leveraged ETF space, Direxion Shares must—first and foremost—cut through the din of the modern broker/trader office. With phones ringing, conversations over cubicle walls, and flat-screen TVs glued to financial networks, our audience’s attention is certainly divided. We know we need to be bold.
Once we have their attention, we have another challenge: balancing the promotion of a particular category of ETFs while also making it clear it’s but one of several categories available.
And we have to meet these objectives with 30 seconds of motion graphics, concise copy, music, and no voice-over (compliance language would have eaten up too much time).
We outlined a templated approach to the campaign in order achieve our objectives in a timely, cost-effective manner. Each spot will employ a consistent intro and outro, strongly branded with the Direxion Shares logo, its signature colors, and a clean and crisp visual environment. The more dynamic “middle” content was then developed around three simple benefit messages (Power, Agility, Opportunity) that will be used for each ad in the series—tilted only slightly to underscore the particular category being promoted.
With this approach in mind, we went to work on the first spot: International Equities. The process included storyboards, conceptual artwork, test animations, complete drafts, audio selection, audio editing, compliance approval, and final file preparation for TV specifications and standards.
Early feedback on the first ad is positive, we’re nearly set to go on the second spot (Fixed Income), and the third (Sectors) is in the conceptual artwork phase. Taken together, this television campaign stands to be another compelling “tile” in Direxion’s brand mosaic—one built on the partnership, education, and innovation that Direxion brings to the market and realized through communications across media that succeed in their tactical objective while also building the Direxion brand.