New Software Ads Leverage the 'Everyman' to Bring Humor and Pathos to Serious Trading Issues

Meet Triple Point's Model Employee, Howie Adams

(NEWTOWN, Conn. - June 20, 2002) - Leverage Marketing Group, a Connecticut-based marketing communications firm integrating business-to-business and consumer disciplines, has recently completed a new ad series for Triple Point Technology, a leading maker of commodities trading software, headquartered in Westport, Conn.

"The challenge was to create a campaign that broke through the clutter of typical software ads by reaching people on a gut level," says David Goodwick, the agency's CEO.

"The solution," he says, "was to use comical but telling images of the so-called Everyman to illustrate the perils and pitfalls of commodity trading in a fun and visceral way."

But where to find their 'Everyman'? Luckily, they didn't have to look very far. The perfect face was right under their noses - and it belonged to Triple Point's reception/security manager, former police officer Howie Adams.

"The fact that the product is very cutting-edge, and Howie is decidedly not, makes for a great juxtaposition."

The ads for Power XL, which are appearing in such publications as Electric Light and Power, Hart's Energy Markets, and Energy and Power Risk Management, are already a big hit.

"The fact that the product is very cutting-edge, and Howie is decidedly not, makes for a great juxtaposition."

"Not only are the ads getting tremendously positive feedback, but Howie has become something of a celebrity," according to Peter Armstrong, president of Triple Point Technology (www.tpt.com).

The ads, conceived by Goodwick, were designed by Heather Patrick, the agency's creative director.

Leverage Marketing Group services a variety of B2B and B2C accounts, including Cendant Mobility, Coca-Cola, The Finn Commerce & Technology Center, Sealed Air Corporation, Shaws and Unilock.