The New York Stock Exchange (NYSE) has unveiled ‘Living Tech’, a marketing campaign that highlights the essentiality of integrating technology with a human touch.
The initiative, which is running across digital, print and out-of-home across the US, is centered on the premise that although the exchange processes 80bn electronic messages daily, they only make sense because of the traders still working on the floor.
The idea for the campaign was sparked after a swathe of tech brands – including Uber, Slack and Pinterest – debuted on the NYSE this year. It’s being supported by a dedicated microsite featuring interviews with a number of tech brand leaders.
The NYSE hopes Living Tech will showcase the power of the public markets to help companies raise capital to continue to innovate and change the world.
“Our trading floor is a living metaphor for Living Tech,” said Betty Liu, executive vice-chairman of the NYSE. “On IPO day, floor brokers in their colorful jackets crowd the trading post, four to five deep, listening intently.
“They hold electronic tablets at the ready so they can transmit orders the instant they have a price for the first trade, which can total millions of shares and take place in a fraction of a second. This scene is testament to the perfect integration of humans and technology that we’ve achieved at the New York Stock Exchange.”
The campaign was developed in-house and will run into the fall.