IG Prime starts a revolution in the hedge fund industry
The objective
IG Prime's future faced a significant challenge: its history. The retail heritage of the IG master brand deterred the B2B audience, leading to much lower market penetration than desired.
To relaunch the brand, we needed to identify an audience that could match its offering. Market segmentation revealed a huge opportunity among emerging hedge fund managers. Our strategy was to reposition IG Prime as their undisputable champion.
The solution
Research showed that emerging hedge fund managers are insatiably ambitious. But these ambitions are often stifled when it comes to finding a prime brokerage willing to work with them, as many consider them simply too small. We tapped into this human truth and relaunched IG Prime as the revolutionary prime brokerage that offers them the same opportunities available to the more established players, creating a meritocracy in a highly elitist industry.
Anchoring our creative in the insurrectionary power of 'no', IG Prime rejected the five key barriers emerging hedge fund managers face, pledging to be "a different kind of prime brokerage" that will give them a fair shot at making their name in the industry.
The outcome
The repositioning gave IG Prime a distinctive role in the prime brokerage market, establishing it as a credible champion for emerging hedge fund managers.
Stamp of disapproval created a recognisable brand platform that could extend beyond the initial campaign, while the launch delivered strong reach, engagement and media efficiency — demonstrating that the new positioning resonated with its target audience.
Stamp of disapproval was an incredibly powerful brand campaign allowing us to differentiate our brand in a homogenous market. The visuals were easily recognisable and gave us a new distinctive asset, providing value beyond your usual metrics. We will continue to reap rewards from this campaign for the years ahead, thanks to the brilliant team at alan.
impressions generated with more than 46,000 tracked engagements, delivering substantial exposure for IG Prime
above the upper click-through benchmark for the campaign
