The iPath audience for this particular communication, is the Financial Professional in the United States.
The Origami banner is a branding effort to drive our target audience, financial professionals to www.iPathETN.com where product information, tools and resources are found. Due to the recent establishment of a competitive market for Exchange Traded Notes (ETNs), the end goal is to have our audience choose iPath as their preferred ETN provider by gaining the information they need to do so from the iPath landing page. iPath is to emerge as the forward-thinking brand with groundbreaking ideas from the minds at Barclays.
Ogilvy’s creative concept leveraged the existing iPath brand promise: “Don’t let a good idea get away” by giving a tangible representation to an idea. Through Origami, we had a unique way to articulate a clear product benefit. The connection of iPath to origami is that the mathematical intricacies of origami art and an exchange traded note mirror each other, in both the brilliant way in which science and art can create a compelling product, and in the passion and true ingenuity that are the driving forces behind them.
To increase brand engagement and interaction, banners drive to a non-traditional landing page experience, which showcases a behind-the-scenes video of how the banners were created to drive the understanding of the connection between origami and iPath and to further drive interest and education in the products.
