Spread betting is a leveraged trading tool that it is inherently more risky than traditional shares dealing. For a quick click, it is very attractive, rewards can be huge and any gains are tax-free. It is also a very quick way to lose a lot of money if you get it wrong, so only certain investors dare try this.
With CityIndex you can win or lose a vast amount of cash in a very short space of time. By recognising this and being honest about it, CityIndex became the first in its sector to achieve unprecedented, unprompted recall, with its new tone of brand voice and identity.
Inherited typeface from the ticker tape market readings, the brand was to be refreshed, tonally in its language to suit the risky investment. Speaking to an audience knowingly how it is restricted in much of banking networks, due to its need for attention and involvement of quick loss and high risks, you must be quite ballsy, and absolute confident to even place your first bet. We fed in to the persona of being male, someone who is daring, and only interest is to gain that premium lifestyle they feel is a confirmation of status. Copy was crafted to question their bravery and intelligence to get involved.
Graphics were brought in to help illustrate complex rules and tools for the investor, for better and for worse, reinforcing the financial compliance of no guarantee.
The Waterloo and City line is the shortest London Underground line, lasting a journey of only four minutes. Using this insight, we recognised in that short time, with spread betting, you were also able to gain millions, but also be vulnerable to losing your bet and more. CityIndex is not for the cautious investor, and what better drives the mind of a spread-better, than the incentives of being able to own the fastest car, or the biggest private jet, or able to pack your day job in and more. In a playful manner, as this audience is fully aware of the risks involved, we decided to also be cheeky with the losses you could also endure. That said the ups and downs of the market are visualised with the tube line graphic, and the journey of what you could have.
Illustrated through purchases of vehicles through wins and losses but being able to still come out safely with this product.
The cash visualises how comparatively little money you need to make a lot.
Money Marketing 2008 Gold
Best Outdoor Advertisement
Midas 2007 Silver
With CityIndex you can win or lose a vast amount of cash in a very short space of time. By recognising this and being honest about it, CityIndex became the first in its sector to achieve unprecedented, unprompted recall, with the new tone of brand voice and new The New Way identity.