Bell Direct launches new advertising blitz
Bell Direct, Australia’s best value for money online stockbroking company, has kicked off a major new advertising campaign designed to raise awareness and acquire new clients among frequent traders and active investors by highlighting its extremely competitive pricing and outstanding service.
The campaign, which comprises TV, online and print ads, features a new creative execution that focuses on Bell Direct’s superior value offering, supported by authentic client testimonials.
The primary objective of the advertising, which will run over thecoming months, is to demonstrate to potential clients that Bell Directoffers better value brokerage compared with its major competitors andto encourage traders and investors to make the switch from theirexisting online brokers and start trading with Bell Direct.
Bell Direct CEO, Arnie Selvarajah, said: “Bell Direct came into theonline share trading market almost four years ago with a promise tochallenge the big, established online brokers by providing great valueservice at low cost.
“Our ‘better value’ message has resonated strongly with investors asevidenced by our rapid growth in market share. We’re now the fastestgrowing online broker in Australia and have increased our market sharefrom 1% to 5% in the last year alone.”
Selvarajah said that the new campaign conveys the genuine engagement that existing clients have with Bell Direct.
“We decided to use real client testimonials in our new ad campaign. Itwas a collaborative process where we asked our existing clients to tellus what they think about Bell Direct.
“We were inundated with fantastic feedback and used some of theircomments, and to be honest we were spoilt for choice. Those commentswill be used throughout the campaign to provide proof of our ability todeliver an outstanding share trading experience, and always at a lowprice,” he said.
Testimonials from real Bell Direct clients currently used in the campaign include:
‘Bell Direct has cut my transaction costs in half’
‘I am phenomenally pleased with Bell Direct’
‘The best rates and exceptional service’
‘One of the best decisions I’ve ever made’
Selvarajah said the campaign had a simple look and feel which was consistent with the Bell Direct online trading experience.
“We offer our clients one of the easiest, most user-friendly onlineshare trading experiences, and it is important that our advertisingconveys that as a stand-out, uncluttered message over our competition,”he said.
The new Bell Direct campaign follows the publication in March of theDecember 2010 Online Broking Report, from leading finance industryanalysts Investment Trends. The report, which surveyed more than 6,000active share traders, named Bell Direct “Best Value for Money” onlinebroker.
Campaign Credits:
Strategy: endgame communications
Creative: BMA
Media: MPG (offline) ; Media Contacts (online)