The main short-term communication goal was to increase traffic on Stockmantra.com an online trading site. Stockmantra wanted to position them selves as an online trading portal that also offered sound advice on stocks.

There was also a long-term goal, which was to get people investing again. High net worth individuals we found had become passive and were not responding to the typical sweet-talking print advertising. They had lost all faith in the market and in advertising that it undertook; a type of depression was setting in. To fight this gloom and slowly but surely build the faith back, that was our long-term goal. We thought our 3-D ads would be a refreshing change and would contribute greatly in achieving our goal. The media idea was to use alternative channels other than T.V, print etc to display our message. In order to reach our target audience we decided upon spaces in business districts and big business houses.

We wanted to link our advertising to the recent stock market crash and position Stockmantra.com as an online trading site that also offered sound advice on stocks and the market.What transpired next was to use the line ‘If this is where your stocks went, log on to stockmantra.com’ by roadside drains, and dustbins and toilets in office premises. These ads expressed what a lot of people experienced and did it in a way that was witty and ensured high recall value.Once this idea was agreed upon the task for the media team was to zero in on business districts and approach local authorities for permission. The same had to be done with business houses, so that we could display our messages on their premises. The whole campaign was really a team effort. When Stockmantra, an online trading portal came to us, their biggest problem was a small budget. They wanted to reach their target audience in an almost negligible budget and we had to find a viable solution. Only after hours of brain storming with the Creative team we came up with the idea to use the alternative media as we did. After the idea was agreed upon a daunting task lay ahead of us. As the media team, we had to get permissions from the local authorities and the business houses to use their premises to execute the idea. What makes this submission special is that it struck an instant chord with people. It put into words exactly what the investors experienced. during the stock market crash following the September 11th attacks. Their stocks literally went down the drain. People identified with the ad since it spoke directly to them. What makes this campaign effective is that we took a current event and built a campaign around it that hit the nail right on the head.It should be a winner because it very creatively and innovatively reached its target audience; it did so in a negligible budget and also succeeded in producing results.

The whole campaign was really a team effort. When Stockmantra, an online trading portal came to us, their biggest problem was a small budget. They wanted to reach their target audience in an almost negligible budget and we had to find a viable solution. Only after hours of brain storming with the Creative team we came up with the idea to use the alternative media as we did. After the idea was agreed upon a daunting task lay ahead of us. As the media team, we had to get permissions from the local authorities and the business houses to use their premises to execute the idea.