The FinancialIn a new global initiative, online forex and CFD broker Pepperstone and Saatchi & Saatchi New Zealand have teamed up to launch a campaign designed to challenge traders’ acceptance of inferior services from other brokers.
Centered around a 60-second commercial featuring the fiery 1980s tennis icon John McEnroe, the campaign urges traders to critically assess the quality of their current brokerage services. This effort draws on McEnroe’s strong ties to professional tennis, aiming to connect with the trading community.
Directed by comedy specialist Benji Weinstein and produced by FINCH, the campaign is further bolstered by a series of shorter advertisements set to circulate in financial media outlets worldwide.
Highlighting the discrepancy between traders’ meticulous strategy planning and their tolerance for high fees, poor customer support, and sluggish transactions with their brokers, the campaign taps into widespread industry sentiments.
Pepperstone’s global head of brand, Jodi Cutler, stated, “Pepperstone has a deep understanding of what it means to be a trader, and the nuances that traders put up with instead of making the switch.”
Saatchi & Saatchi New Zealand’s executive creative director, Jordan Sky, remarked, “everyone can relate to the idea of not questioning the way things are and just putting up with it. But if there’s a better option, we don’t think traders should be fine with it.”
Echoing this sentiment, Lee Sunter, joint ECD at Saatchi & Saatchi New Zealand, emphasized the unique approach of incorporating humor into a sector where it is typically absent, “Now we’re using humour to ensure they cut through and get more traders to switch.”
This ambitious campaign made its debut on April 1, 2024, marking a significant step in challenging conventional industry practices.