OKX, the second largest cryptocurrency exchange in the world, leveraged its sports partnerships – such as its sponsorship tie-ups with Manchester City FC and McLaren Racing – for a multi-million dollar global campaign called simply ‘What Is OKX?’
Aimed at expanding its global awareness and reach beyond Asia, the campaign – created by BBDO New York – featured a strong team of athlete ambassadors including Manchester City FC manager Pep Guardiola, McLaren Formula 1 driver Daniel Ricciardo and Australian snowboarder Olympic medalist Scotty James.
The digital-first marketing burst was distributed across multiple media platforms – including TV, owned and paid digital channels, social media, audio and OOH strands all with a ‘heavy focus’ on the business and trader communities.
The Seychelles-based crypto exchange, which is Man City’s official training kit sponsor, rolled out an integrated campaign from 2 September spearheaded by a hero spot titled ‘What Is OKX?’
The self-aware, 90-second film, directed by Andreas Nilsson of Biscuit Filmworks, starts with two unsuspecting friends discussing what OKX could possibly be: with ideas and suggestions ranging from the name of a rapper, to a football formation. It ends with an explanation that OKX is, in fact, a crypto trading app and urges viewers to sign up.
In parallel with the ad campaign, OKX also launched a global competition to give YouTube and Twitter creators a chance to share in a $100,000 prize pool if they find ways to share the crypto exchange with their audiences.
“OKX was created to serve crypto traders of all levels across the globe. To date we’ve concentrated heavily on just a few core markets, which has granted us an intimate understanding of what crypto traders want and enabled us to build what is now the second largest crypto exchange by volume,” commented OKX Global Chief Marketing Officer Haider Rafique at the campaign launch.
“It is now time to introduce OKX to the rest of the world. In the current climate, investors need an exchange that delivers a safe and responsible trading platform, while also offering them a very broad range of ways to pursue their own brand of financial liberty. Open access to a paradigm-shifting world that brings the cutting edges of technology and finance together to allow people to create their own futures—that is OKX.”
McLaren Racing F1 driver Daniel Ricciardo added: “It’s been a great ride with the OKX team so far. I have learnt a lot and am looking forward to continuing my own crypto journey with them and excited about our future plans. The key to any involvement in crypto rests with education and responsible trading.”
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According to the crypto exchange itself, fewer than 15% of traders outside of Asia are familiar with the brand and this campaign seeks to change that.
It follows on from OKX’s previous Manchester City, cyberpunk-style activation with street artist Akse P19 and Global Street Art Agency from July 2022.
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