eStar Online Trading Pty Ltd – eStar Online Trading was an SaaS online trading software and platform providing independent ASX equity traders, for the first time, access to the same IRESS software and trading platform used by professional stockbrokers and traders.
eStar launched via an ASX IPO with the pre-listing marketing contributing to the offer closing over-subscribed at A$25 million during the ‘tech-wreck’ of 2000.
Kate created and produced the entire COMPLIANT integrated marketing and advertising campaign and worked with the legal, accounting, IT and corporate advisory personnel to write the product information and marketing components of the prospectus.
In creating and producing the marketing campaign, Kate drove creative strategy, provided art direction and copy-writing across printed investor marketing materials, including the Prospectus and mainstream print publications, CD Rom, online and in TVC’s. Kate introduced the positioning slogan ‘Trade-Up” and used vibrant and uniform graphic design elements to signal innovation and gain maximum brand awareness from repeat exposure on multiple mediums.
The information booklet addressed the trader’s frustrations with other online trading platforms and a CD was created and attached to each prospectus so traders could immediately upload and trial the software pre-listing.
As an online product, it was important to convey the sense of innovation behind eStar. Kate harnessed the ground-breaking interactive digital platform to demonstrate the software and broadcast the media event with Ian Thorpe presenting.
Kate created a series of 15 and 30 second TVC’s that honed in on traders dissatisfaction with existing online trading systems. The ads were strategically placed on FTA networks to capture trader viewers and their impact significantly influenced the investor interest.