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Create an emotional connection between traders and the Chicago Board Options Exchange brand to reinforce CBOE's dominance. Create a meaningful and relevant distinction between CBOE reliability and flashy tech-driven newcomers.


Connect the CBOE brand with other real-life situations when relying on the wrong tools or the wrong professionals can have disastrous consequences. Demonstrate the difference between having the authentic article and the me-too replacement.


Accept no Substitute

Making It Relevant

gyro created a first-ever branding campaign for the exchange. The work combined interactive on the most popular business and finance sites, print ads in the leading financial newspapers and magazines, and tv commercials the financial networks.