Finance

Financial products and services including: communications promoting overall image and capabilities of a financial institution.

2004 GOLD

The Open Show

The Archipelago Exchange is a fully electronic U.S. stock exchange which competes against the traditional stock markets that use daily ceremonies to open their exchange. Archipelago needed a way to have regular exposure with this trading audience and to be recognized as an exchange. Archipelago created its own daily ritual--"The Open Show--a 60-second program airing each morning to signal that the Archipelago Exchange was open. The show took place from various locations around the country, reflecting the absence of a trading floor and the use of technology as a more efficient way to trade. Archipelago's approach proved to be successful: their order volume and market share grew, as did with overall awareness of Archipelago by the trading community.

Brand: Archipelago
Client: Archipelago
Agency: Fallon Worldwide
Language: English

2004 SILVER

We See More

Ameriquest's "We See More" campaign overcomes the emotional barriers of the mortgage lending process by differentiating Ameriquest as an approachable, caring and trustworthy brand. In the campaign, Ameriquest looks beyond credit scores and tax returns. Instead, Ameriquest sees homeowners who have achieved the American dream and have the right to be treated with care and respect regardless of credit history. Today, Ameriquest is the #1 sub-prime mortgage lender in the category.

Brand: Ameriquest Mortgage
Client: Ameriquest Mortgage Company
Agency: DDB Los Angeles
Language: English

2004 SILVER

Protect The Things

The vast majority of people who rent their homes and apartments carry no renters insurance since they mistakenly assume that their possessions are covered under the landlord's policy. This misperception had led to a sharp decline in new renters policies written by State Farm. A creative strategy that hammered home the fact that renters aren't covered by their landlord's policy and that renters own a lot more valuable possessions than they realize, dramatically increased State Farm's renters insurance business.

Brand: State farm
Client: State Farm Insurance Companies
Agency: DDB Chicago
Language: English

FINALISTS

E*TRADE from Morgan Stanley E*TRADE "Wedding"

Kinecta Federal Credit Union We’re Banking On You, Watts

Ally Changing the Game for Women’s Sports