The centerpiece of the campaign was a giant Knight logo at the bottom of a swimming pool at the Phoenician, the luxury resort where the conference was held. The campaign also included integrated marketing materials.
“Our business is all about liquidity, so we were looking at a way to integrate that message and create a wonderful experience at the STA show,” said Marge Wyrwas, senior managing director-communications, marketing and investor relations at Knight Capital.
The campaign was created by its agency of record, Doremus, New York, and is a continuation of Knight's “The Science of Trading. The Standard of Trust” overall brand campaign, which was launched last year.
The brand campaign is designed around four themes—liquidity, clarity, access and insight.
“The whole point is to demonstrate the ease with which we trade for our clients,” Wyrwas said.
Doremus placed the giant Knight logo in the swimming pool and set up “liquidity” water stations around the conference, which displayed posters with messages about liquidity in trading. The agency also imprinted the Knight logo on SIGG reusable water bottles, which could be refilled at the water stations.
In addition, print ads with the theme ran in such publications as Advanced Trader, Barron's, Best Execution, Bloomberg Markets, Securities Industry News, Trader's Magazine and Wall Street & Technology.
The artwork in the ads is computer-generated imagery based on actual data algorithms from Knight's electronic trading platform.
“It is very edgy, and the traders all love it,” Wyrwas said, adding Knight received positive feedback about the campaign at the conference.
“People came up to our executives and said it was really great that we stepped up [with advertising] when others have stepped down. It is important to our clients and to our employees to show that we are so excited about the presentation of our brand.”