After an initial post-IPO awareness and brand positioning campaign, Tradeweb wanted to refine and energize its advertising in two important ways. First, shift the emphasis to more client-focused messages that connected Tradeweb’s innovations with real-world benefits. Second, re-amplify Tradeweb’s position as the trading industry’s leading electronic platform innovator across geographies. Working closely with Tradeweb’s marketing team, Thinkso developed a global campaign theme that delivered on both objectives with a mantra and call to action that embodies Tradweb’s unique approach and value in an evolving marketplace: Break through.
“We wanted a campaign concept that really dug into what Tradeweb was all about—client-focused innovation that can really transform the way traders work and what they can achieve. Thinkso nailed it.” Michael H. Cohen, Managing Director Global Marketing & Communications, Tradeweb
Animated digital ads tell short, energetic and often provocative stories that click through to rich content on specific products and solutions.
In addition to a comprehensive digital advertising strategy, the campaign was adapted for and implemented across Tradeweb’s social channels.
Digital advertising kicks off with the campaign’s signature animated “Break through.” bug, illustrating how Tradeweb’s solutions come together to “lock in” to the client’s target objectives.
Thinkso developed a dedicated landing page for the campaign. Organized by asset class, it guides visitors to and through the content that matters most to them.
To introduce the campaign, Thinkso wrote, produced, and edited a short video featuring Tradeweb’s leadership and product experts answering the question, “What does “Break through” mean to you?”
To extend the digital experience to in-person events and traditional media, the campaign’s assets and messages were adapted for conferences booths and print advertising, including translations for international use.