Saxo Markets tries to grab Hong Kongers attention with city-wide marketing splash

Saxo Markets has launched a campaign with both online and offline touchpoints to attract the public to use its platform for investment.

The campaign, running from 29 March to 13 May targets the affluent segment, and is centred on the idea of "trading like a professional" (Saxo全民Trade得Pro) as Saxo Markets offers a wide variety of financial products from multiple countries, including the UK, Singapore, Canada, and Japan. The company has rolled out a TVC which  is being aired on nowTV and ViuTV to reach the public. In the video, Saxo Markets introduces the features of its app and invites the audience to create an account on its app. After completing some tasks, users will be awarded a share. In addition to the TVC, digital assets were created for online promotion. The company has also created a website dedicated to the campaign's promotion.

The company has also rolled out OOH ads to further attract the public, with touchpoints including trams, buses, MTR stations and billboards. 

Saxo Markets said the campaign is aimed at increasing brand recognition and driving people to create an account with an impressive reward in Hong Kong. The company added that its website traffic has increased. Saxo stated that its initial results on its website traffic increased in its first two weeks, while the average time spent on the site increased by 48% and the organic clicks via search engines increased by 34%.

According to The Garage Limited, the creative agency responsible for this campaign, Saxo Markets Hong Kong had previously attempted to enter the Hong Kong market with their previous campaign. However, it did not achieve the expected results. Therefore, the company decided to look for an agency based in Hong Kong to understand more about the local mindset. The Garage Limited did the concept creation, video production, key visual design and media buying.