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BtoB

BtoB's Best: Online Campaign: AllianceBernstein

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Agency: The Gate, New York Campaign name: AB digital campaign Launch date: June 2013 Why we liked it: Never more will financial advisers and investors lack awareness of AllianceBernstein's expertise in the bond market. These online ads, part of a broader integrated campaign, feature a series of things that can be hard to decipher, such as Caesar's coded messages, Morse code and the literature of Edgar Allan Poe. We were especially fond of the ad starring Poe in which a raven rests on his shoulder and the headline states: “Edgar Allan Poe was a master at confounding his audiences ... Today the fixed income market carries on his tradition.” AllianceBernstein then offers to help its target audience decipher the bond market.
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