Trading platform City Index has unveiled a fully integrated ad campaign in a bid to appeal to new and experienced traders.
The campaign comes as part of a new brand identity that intends to position itself as a company that aids clients through value, choice and smarter insight with regard to trading.
Research from City Index has revealed that the brand’s target audience have grown tired of the ‘men in suits’ image that dominate trading ad campaigns.
Created by agency Boulder Group, the accompanying 30-second ad spot sees a man walk through a changing environment that emulates the ebs and flows of the market. He then spots a woman atop of the chaotic landscape below, seemingly at peace because she is using the City Index app. The video ens with the tagline ‘Invested in your success’.
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City Index head of marketing, Warren Ruhomon, has said that the marketing campaign comes at a “pivotal time” as a “significant refresh” of the brand takes place.
He added: “It was important that we not only made an impact with the creative but that it also reflected the personality of the new, modernised City Index.”
The campaign will roll out via TV, digital, out-of-home, social and print platforms in the UK, Australia and Singapore, with media planning carried out by VCCP Media.
