"The Big Stage is a metaphor for the arena supported by the market quality and visibility platform that is distinctly unique to the NYSE. The companies within our global community continue to mark their achievements on our stage and this campaign is designed to explore the unique stories tied to these moments,” said Marisa Ricciardi, global head of marketing & branding, NYSE Euronext.
“This non-traditional approach, which combines paid, owned and earned media strategies, is central to engaging an audience around these 'behind the scenes' stories in today's multichannel world."
Tailored for the business audience, the campaign, developed by Digitas, explores the journey companies take to join the capital markets community.
The TV campaign launched today on major channels including CNN, Bloomberg and CNBC and social media outlets such as Facebook, LinkedIn, Twitter and YouTube have also been leveraged.
The 30-second spots, entitled Workday and Silver Spring, are a variation of the same advert and aim to emphasise the feeling of reaching the milestone of an IPO and features the recently listed companies Silver Spring Networks, Workday and Zoetis.
The newly created branded content property, NYSEBigStage, was also built to “showcase exclusive company stories and build a community of new and established leaders.”
Scott Cutler, executive vice president and head of global listings, NYSE Euronext added: "An IPO serves as a moment of recognition to those who laboured to build a company from its inception and we fully appreciate how it's celebrated by employees, anticipated by future shareholders and widely documented across the media.
“The Big Stage truly taps into the sentiment behind an IPO - with access to our sophisticated market structure and the world's largest pool of investors and liquidity, a company can recognize their loftiest business goals."
Digitas North America
Digitas is the Networked Experience Agency, built on the vision that we create magnetic experiences that earn the right for brands to exist in human networks. Today,...