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.