Swissquote: Take the LEad in 360°

Category: Online - Branded Content

The web series with branded online videos

About Swissquote

Swissquote is a fully online bank which offers a broad range of financial e-services that streches from stock trading to mortages.

Situation and objectives

The aim of the campaign is to leverage Swissquote's sponsoring and to boost the number of new customers using the Forex platform across Europe and in the target markets of Dubai and Hong Kong. The target group includes currency traders who engage with the intellectual dimension of football.

Idea and strategy

Swissquote and the English football club Manchester United (ManUtd) have a great deal in common. Both make use of data and analysis tools for their success. While the club thinks in terms of player trajectories, performance curves and passes, the bank is focused on market numbers.

The 360° commercials show the parallels between Forex traders and football players. Every story is told from two perspectives. To achieve this, the commercials were shot using two 180° perspectives. Together, the result is an all-round 360° view. This technically highly complex implementation offers an interactive experience, since the viewer can choose the perspective.

The campaign has been launched in February 2017. Thanks to the popularity of the players the episodes have become popular from day one:

Results

KPI

Results

14.810.000 views

Views Facebook episode 1-4 (posted at ManUtd's and Swissquote's fanpage, YouTube Trueview, sponsored posts Facebook)

147.000 likes

Likes Facebook episode 1-4 (only for posts at ManUtd's and Swissquote's fanpage)

Selection of international media coverage

3 phases - 1 goal: The funnel

The Branding- and Sales-campaign

The videos featuring the football stars pursue cognitive advertising goals. They charge the brand with a positive image. As an emotional introduction, they stimulate traders – in particular at the stages of intention and preparation. Posts in the club’s social media and a message to its media distributors raise awareness of Swissquote. In addition, there are homepage takeovers of the ManUtd website and goal.com.

The 360° videos are followed by retargeting waves with web banners. They lead the users to the landing page. These are later followed by four further 30-second commercials and one of 90 seconds. Successively, conative as well as affective advertising goals are pursued. Swissquote and its Forex platform take centre stage and drive the number of new registrations up. At the end come direct marketing measures once the customer has registered for a demo account. Selected customers receive a virtual reality Cardboard. Behind-the-scenes videos involving the stars round off the stories.

Advertising Media

Homepage takeover of www.manutd.com, posts on the Facebook page of ManUtd and print ad in the fan magazine "United Review"

Retargeting banner ad

Commercial phase 1: Emotional start with the football stars

Commercial phase 2: Only facts count

Commercial phase 3: The trading platform in the limelight

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CREDITS

Client

Swissquote Bank AG
Ch. de la Crétaux 33, 1196 Gland, Switzerland
+41 (0)22 999 94 11