The Promotional Idea Showcase - Winter 2000 - Updated Quarterly

NEW MEANING FOR "DRESS DOWN"...

E*TRADE, an online investment company, sent a mailing to potential clients to make them aware of its services. The package arrived with the teaser copy, “When you invest online with E*TRADE, you don’t need a broker. Heck, you don’t even need pants.” Inside was a pair of cotton boxer shorts, imprinted with the company’s green and purple logo. An accompanying brochure highlighted the advantages of using E*TRADE. The idea was to target potential clients who could identify with the image of a wheeling, dealing self-trader who can do so in boxer shorts from the privacy and comfort of his home. 

Also included was an express application which, when mailed back with the initial deposit, guaranteed recipients a $75 bonus deposited into their newly opened E*TRADE account. The copy on the brochure cover was, “What the well-dressed online investor is wearing this year,” and “You don’t have to get dressed up to open an E*TRADE account.” Memorable.

This online version of IMPRINT MAGAZINE is updated regularly along with the printed version.