CMC Markets launches digital campaign on Yahoo

CMC Markets appointed incumbent digital marketing agency DGM Asia in November to manage the launch of its 'Next generation' trading platform.

Developed by London-based agency AKQA, this first-of-its-kind media campaign is targeted at traders and investors, to enable them to take control and become experts at contracts for difference (CFD) and foreign exchange (Forex) tradings.

These two trading strategies average US$266 billion per day in Singapore, according to a survey by the Bank for International Settlements, making Singapore the fourth largest Forex centre globally and the second largest in Asia, after Tokyo.

This campaign will run until next month. Forever Young in Singapore was in charge of the co-branded creatives.

CMC Markets launched a customised microsite to provide informative articles and free trading guides for those who are new to trading online. Co-branded banners and a quick link tab on the Yahoo Singapore Homepage were added to drive traffic to the microsite.

There are also customised ad formats on the Yahoo News, Finance and the Mail login page.

CMC Markets has also invested in traditional ad network buys, search engine marketing, email marketing and press advertising to drive further exposure for its brand. Offline, the campaign has been launched in selected Singapore dailies.

Julien Courant, managing director of DGM Asia, said, “Partnering our client with Yahoo Finance was obvious as it is the market leader in terms of quality and quantity. Plus we had the opportunity to do something never been done before. After a few weeks campaigns we already see positive results in terms of content experience and customer acquisition.”

Commenting on the digital campaign, John Sinke, regional marketing manager at CMC Markets, said while Yahoo Finance attracts financial experts to its news and information services, the search giant also allows the company to take advantage of the relevant content and ad platforms to introduce its services and create an interactive experience with this key target audience through articles, seminars and trading guides.