OKX, the second largest cryptocurrency exchange in the world, has unveiled a multi-million dollar campaign to expand its global market.
Featuring the likes of Manchester City F.C. manager Pep Guardiola, McLaren Formula 1 driver Daniel Ricciardo, and Olympic medalist Scotty James, the campaign intends to grow its customer base beyond Asia.
According to the crypto exchange less than 15% of traders outside of Asia familiar with the brand.
The self-aware 90-second film, created by BBDO New York and directed by Andreas Nilsson of Biscuit Filmworks, sees two unsuspecting friends discuss what OKX could possibly be. From Lil OKX the rapper to a ‘genius football formation’, the pair dream up a flurry of speculations only for it to be explained that ‘it is none of these things, it’s your new favourite crypto trading app’.
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“OKX was created to serve crypto traders of all levels across the globe. To date we’ve concentrated heavily on just a few core markets, which has granted us an intimate understanding of what crypto traders want and enabled us to build what is now the second largest crypto exchange by volume,” OKX global chief marketing officer, Haider Rafique, said.
“It is now time to introduce OKX to the rest of the world. In the current climate, investors need an exchange that delivers a safe and responsible trading platform, while also offering them a very broad range of ways to pursue their own brand of financial liberty. Open access to a paradigm-shifting world that brings the cutting edges of technology and finance together to allow people to create their own futures—that is OKX.”
The campaign is said to be a ‘digital-first’ and will be distributed through multichannel media with a ‘heavy focus’ on the business and trader communities.
Out-of-home (OOH) and audio strategies will also be activated.
McLaren Racing Formula 1 driver, Daniel Ricciardo, added: “It’s been a great ride with the OKX team so far. I have learnt a lot and am looking forward to continuing my own crypto journey with them and excited about our future plans.”
“The key to any involvement in crypto rests with education and responsible trading.”
As well as the brand’s ad campaign, OKX will also launch a global competition to give YouTube and Twitter creators the chance to share in a $100,000 prize pool if they find ways to share the crypto exchange with their audiences.
Most recently, OKX bagged brand sponsorship deals with football club Manchester City F.C. and golfer Ian Poulter.
