Repositioning eFX with a brand-awareness campaign built on proof.
Sucden Financial was well known as a commodities broker, but its institutional audience did not necessarily understand the strength of its eFX liquidity proposition.
Shift market perception without pretending the wider Sucden reputation did not exist.
The opportunity was not to invent a new service but to make an under-recognised strength more visible to institutional buyers.
Form built the campaign around quantifiable proof rather than vague claims about financial expertise.
Make the evidence the campaign idea.
The campaign used the statistical strengths of Sucden’s eFX service as the central messaging platform.
The concept moved across print, online banners and exhibition collateral so the same proposition appeared wherever institutional buyers encountered the brand.
Give the sales story more than one advertising format.
Form also created a bespoke video and infographics for website and exhibition use.
The additional formats helped turn the campaign from a one-off advert into a broader awareness programme.
A clearer institutional eFX proposition from a company previously known mainly for commodities.
The campaign generated strong feedback and helped build Sucden Financial’s presence as a leading institutional eFX liquidity provider.
