Capital IQ, a division of Standard & Poor’s that provides research and analysis services to financial institutions, last month kicked off its first national ad campaign.
The campaign, called “Fair or Unfair,” was developed by Della Femina Rothschild Jeary & Partners, New York.
It includes TV, print, online and outdoor. The budget was undisclosed.
“This is the first time in our history that we have launched an integrated ad campaign like this,” said Seung Bak, VP-marketing at Capital IQ.
The campaign’s goal is to raise awareness among portfolio managers and financial professionals about Capital IQ’s financial research services and analytical solutions.
Bak said the campaign was not developed in response to the financial crisis. “It was a coincidence that the launch date coincided with the bleak news coming out of the financial world,” he said. “When we started developing the campaign, the economy still wasn’t all that bad.”
The campaign takes a tongue-in-cheek look at whether Capital IQ’s services give customers an unfair advantage over their competitors.
One TV spot running on CNBC shows a reporter in the midst of a boisterous crowd holding up signs saying “Fair” and “Unfair.”
“We’re here on Wall Street,” the reporter says, “where the controversy rages on whether Capital IQ offers an unfair advantage.” He goes on to explain the “controversy,” in which some think the services offered by Capital IQ give users an unfair edge while others do not.
The ad drives users to a Web site at www.fairorunfair.com, where they can see what different financial professionals have to say about Capital IQ, view an online demo and download free trial software.
Print ads, which also drive users to the Web site, are running in such publications as Barron’s, BusinessWeek and Fortune.
The campaign also includes out-of-home ads, primarily in subway stations and bus shelters in midtown and downtown Manhattan, as well as commuter terminals in Connecticut.
Capital IQ is also showing ads inside New York cabs equipped with TV screens.
So far, the campaign has succeeded in increasing traffic to Capital IQ’s Web site by 50% and quadrupling the number of Web-generated leads, Bak said.