In the world of commodities, trading applications are often ugly and difficult to use. Trade Fiend's interface is different in that it's slick, attractive and streamlined. In fact, it's so good that it's addictive.
DMG decided to liken Trade Fiend's users to addicts - people who have abandoned nearly everything else in their lives for their love of trading on the Trade Fiend platform. And, frankly, who can blame them.
The campaign was aimed at casual day traders who may be using a different platform. Traders have the reputation - and rightly so - of being a crass bunch. The tone of this campaign fits the audience perfectly.
