ABOUT

Reminding people where ETFs were born.

Since State Street launched the 1st ever ETF in 1993, the ETF landscape has become crowded with competitors. To encourage consideration, we developed a campaign to ensure that there was no doubt in the mind of our audience that SPDR ETFs were the “original and the best.”

The Predatory Thought:

Inventors sometimes get forgotten in the rush of those that follow. Let’s make sure this doesn’t happen with SPDR ETFs.

The Brand Idea:

It’s admirable being the 1st to market with a product, but SPDR ETFs didn’t stop there – constantly developing their range ETFs from just 1 in 1993 to 180 in 2013. That kind of remarkable commitment to progress helped us land on a powerful metaphor – the notion of growing a family of exceptional products.

The Results:

In only 5 weeks, the campaign has registered a CTR which is up 45% on the sector average, with more results to come.