Form insights
Case Study: ActivTrades
by Dave Birch
Form worked with the trading company ActiveTrades to create a strategy and approach to tackle the financially savvy and competitive UK market. To make an impact in this key sector they needed to go head to head with heavyweights such as IG Index, CMC Markets, Saxo bank, City Index and others working on a multimillion marketing budget.
ActivTrades, the fastest growing broker in the UK.
ActivTrades were established in 2001 as a Swiss brokerage house. Through hard work and a loyal client base they progressed to become an award-winning global derivatives broker for retail and institutional clients. The company proceeded to open new headquarters in London where they orchestrated expansion throughout key European countries. Activtrades soon became the leading broker in Italy, Germany and Russia. Further global expansion continued, and they introduced a more diverse range of products, including CFD’s, FX and Indices.
The Objective
Alessandro Gho, Commercial Director of ActivTrades approached Form after being aware of our work for Saxo Bank UK. The company, although having achieved great things up until this point, were aware that they would need to adjust their strategy and approach to tackle the far more financially savvy and competitive UK market. To make an impact in this key sector they needed to go head to head with heavyweights such as IG Index, CMC Markets, Saxo bank, City Index etc. All of them were operating on a multimillion marketing budget.
After initial consultation with the board at ActivTrades we agreed on an aggressive strategy to introduce a new brand style and multi-channel advertising plan. We back this up with a new website with greater user experience. Besides, new users could find help and tips easily 24 hours a day, 7 days a week. The ultimate aim is ensuring users could trade with complete confidence and security. Next step was the resulting brand style and messaging. They were rolled out across all marketing channels, brochures and nationwide advertising campaigns in a very short space of time.
With in-depth experience of this market, Form are aware that the financial markets (whether retail or institutional) are extremely crowded. Also, companies are competing for the same clientele often with the same offerings and platforms. Therefore, our goal was to ensure that the brand and messaging was memorable amongst the noise, purveyed a professional and competent tone, showed an advantage to the user and complied to FCA regulation.
The Concept
Testimonials
“I’ve been working with Form Advertising for nearly 3 years, I’m very happy with our collaboration. Ben and his team are remarkably professional and deliver products to the highest standard. I couldn’t recommend them more.”
Alessandro GhoMarketing Director at ActivTrades PLC
“Ben has proven to be very creative and proactive. He’s able to deliver in extremely short periods of time. Always ready to receive and give quick feedback, he’s a valuable and reliable partner to our business.”
Alex PuscoCEO at ActivTrades
The Results
Working closely with the client we came up with 3 initial directions to consider, all with their own individual merits. Once presented, it was immediately clear which design style we’ll be tailoring to move forward with. It was visually unique to the market. More importantly, it stayed away from the clichés which have saturated the industry in recent times. It was also important to have a brand which enabled scope and continuity. The initial consumer messaging needed cohesion of look whilst promoting a diversity of USP. The brand rolls out alongside a new website, a London-focused press advertising campaign and nationwide online campaigns via all main financial retail websites.
The second phase of the brand roll out involved product specific advertising. Also, Activtrades promoted a very successful Reward Programme. Other forms of media used to promote ActivTrades through this growth period were TV slots, Google Adwords, promotional videos and PR. In addition, we introduced a very successful range of free seminars to educate inexperienced investors on the advantages and risks of online trading.
To date we continue to work with the in-house creative team at Activtrades as an advisory company.
The Work
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