Tiger Brokers promotes new crypto trading feature with OOH campaign

Online trading platform Tiger Brokers has launched an out-of-home (OOH) campaign across Hong Kong to promote the availability of cryptocurrency trading on its platform.

Available from 12 July until 12 August, the campaign aims to enhance brand awareness among local residents and introduce Tiger Trade's new cryptocurrency trading feature. 

A spokesperson from Tiger Brokers told MARKETING-INTERACTIVE that the campaign targets local residents across various demographics who are curious about cryptocurrency trading, tech-savvy individuals looking for modern trading solutions, as well as experienced investors and newcomers to the market. 

“By targeting this diverse audience, Tiger Brokers aims to position itself as a versatile and forward-thinking trading platform that caters to a wide range of investment needs and preferences,” the spokesperson said. 

As part of the campaign, Tiger Brokers has implemented the concepts of "To the moon" and "Seeking alpha" from the crypto and investment worlds. While "To the moon” is a popular crypto slogan that symbolises the community's aspirational hope for exponential growth in the value of their digital assets, "Alpha" is a key investment term describing a strategy's ability to outperform the market. It represents excess returns or the abnormal rate of return relative to a benchmark when adjusted for risk.

By incorporating these concepts, the campaign speaks directly to investors seeking superior performance. Meanwhile, the visuals highlight the Tiger app's feature of offering to trade in both stock and crypto markets, while emphasising the brand's mission to pursue value through all available means.

To amplify the campaign, the visuals are launched across MTR stations including Lo Wu and Lok Ma Chau MTR stations; Hong Kong West Kowloon station; trams across Hong Kong Island and Tram shelters in Central and Sheung Wan; bus shelters in Hong Kong Island and Kowloon, Shenzhen Bay border control point, as well as additional city locations including Tsim Sha Tsui, Mong Kok, Causeway Bay, and Central. 

This strategic out-of-home advertising placement aims to ensure high visibility across major transportation hubs and bustling urban areas, maximise exposure to the target audience of commuters, professionals, and tourists. The diverse locations cater to different demographics and lifestyles, aiming to enhance the campaign's reach and impact.

Lowe Low, senior brand marketing manager, Tiger Brokers Hong Kong, said: “Unlike traditional advertising models that overload products with various meanings to grab attention, Tiger Brokers aims for a ‘less is more’ approach in our offline advertising. We want to convey a simple and intuitive message to investors: Investment opportunities extend beyond the securities market. At the same time, we emphasise that our virtual asset trading service is granted by SFC, with strong compliance and security, to build trust among investors."

“At Tiger Brokers, we've always been committed to enhancing the investment experience through cutting-edge technology. Our marketing campaign for virtual assets is designed to explore the full potential of value investing alongside our clients. We aim to help investors capitalise on opportunities in both virtual and traditional assets, ultimately contributing to a better quality of life,” Lowe added.

Don’t miss: Tiger Brokers concludes creative and social pitch for Tiger Trade

Back in May, Tiger Brokers appointed DDB Group Hong Kong to handle the creative and social media for its Tiger Trade trading platform business following a competitive pitch in February this year.

As part of the partnership, DDB assists in building brand presence, expanding reach, and increasing appeal. The agency is also responsible for all 2024 communications including strategy and creative for branding, production, promotion, and social.

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