City Index is one of the leading financial spreadbetting and CFD trading companies. Our insight and analysis teams highlighted that no one was thinking about trading from a consumers point of view or indeed what type of consumer we were talking to. In this context City Index was losing brand share in the competitive spread betting market, and it was clear they needed a distinctive voice and identity in the market place.
To begin our brand re-entry process, we concentrated on understanding what made a trader tick and what type of propositions and messaging could break through the ‘breakneck speed’ world they inhabit. As a result, we completely redeveloped the brand’s iconography, taking a tired look and feel and driving it forward, putting distinctive colours and strong typography at the heart of all brand communication. Campaign cut through was achieved through new advertising imagery, striking headlines and the accompanying line: ‘Trade Whatever, Wherever, Whenever’.
The new brand was subsequently deployed across multi-channel advertising communications, including TV, press, outdoor and ambient as well as an integrated online display advertising and search marketing campaigns, all of which successfully drove the acquisition of new accounts via a redesigned and redeveloped website as well as a world-first iPhone trading app. In the space of 12 months we grew live account conversions by 158% and our on- and off-site SEO campaign grew organic search visits by 378%.
Agency: Positive. – United Kingdom