Introducing the Trading Academy
Although it is one of the UK’s leading trading firms, City Index, was being outspent by larger competitors. To ensure it retained its position and continued to attract new accounts in a highly competitive and mature market it needed an innovative approach.
It commissioned us to deliver an ambitious content strategy to fuel its expansion. City Index wanted to be known as the go-to brand for newcomers to trading, so the campaign was based around a platform of education that both informed and excited would-be traders.
We produced a broadcast quality reality series that saw eight aspiring traders compete to win £100,000. Distributed entirely through digital channels, the award-winning series formed the centrepiece of a wider integrated campaign that led to a 1,440% increase in referrals across social media, natural search, and new accounts, and most importantly a 40% year on year increase in account subscriptions.