Thomson Reuters Eikon: Eikon was launched in 2010 and superseded Reuters earlier platform Reuters 3000 Xtra. It provides access to real time market data, news, fundamental data, analytics, trading and messaging tools for financial professionals. The intention behind the launch was to create a sense of intrigue and immediacy. What is Eikon – what am I missing out on? The intention was to drive people to watch the demo on thomsonreuters.com
A series of creative routes were presented before 'On it' was accepted as the creative route to pursue. The overarching idea was to expand on the real-time narrative. In todays financial market, news and data is decided on in nanoseconds. In order to be 'On it' you need to be on Eikon.
A series of adverts were created that identified with various markets within the financial industry. Treasury, news, sales, trading, commodities etc. In the ads, the lead line was short and succinct – communicating quickly with the reader. The call to action was 'You're on it / I'm on it' enforcing a sense of urgency. The photography complemented the immediacy angle, reflecting the fast paced nature of financial markets.
