CNL Securities Corp. — Web Launch Campaign

CHALLENGE: This subsidiary of CNL had a sophisticated Web site developed by IBM that would expedite access to securities accounts by brokers and dealers. However, it needed an innovative strategy to introduce the Web site to securities professionals.

STRATEGY: Appleton Creative created Xtreme access, an umbrella concept that would focus on the ultimate access that the recipients would now have, once signed on. All the elements were designed in a three-dimensional format that engaged the reader by unfolding and opening up. Gift packages also included an Xtreme access memory stick that would direct them to the site, along with several other access-specific gifts.

RESULTS: CNL had anticipated a 10% response rate from the target market; the actual response rate was a whopping 20%, creating a major impact on broker/dealer awareness of this new CNL product.