CBOE - Accept No Substitute Challenge Drive awareness for the initial public offering of the Chicago Board Option Exchange. The oldest and one of the largest option exchanges in the United States, CBOE has been owned by its members throughout its history. Strategy Prohibited by regulations from making performance claims or forward-looking statements about the offering, gyro worked to connect people with the Exchange in way that would make investors eager to own CBOE, seek the recognition of being in on/part of the deal, and reward them with the ego gratification of being first-in to be part of something so wonderfully Chicago. Idea Accept No Substitute Making It Relevant Executed in less than a month, this multi-channel program clearly made an impact in Chicago and across the investment community. Bold environmental installations and high-contrast visuals matched more traditional print placements to invite the audience to be part of CBOE. Results CBOE surged 12 percent after completing its transformation into a public company with its initial public offering. While many factors influence the results of an IPO, we take our proof from Ed Provost, executive vice president CBOE: "Thanks, guys. As usual, we love the work that you did for us. Thanks for being great partners."