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Screenshot of a breaking news alert e-mail from Q2 2017
LeapRate Exclusive… Continuing our coverage of new and interesting trends in advertising used by retail forex brokers, LeapRate has learned that eToro is set to launch a new advertising blitz in the UK centered around a series of TV spots.
Forex brokers have traditionally favored online ad campaigns – whose efficacy can be closely traced and measured – over other modes of advertising. However lately we’ve seen noted an increase in different kinds of branding and offline marketing activities being used, such as sports sponsorships and TV ads by other leading forex brokers such as FxPro and Saxo Bank.
The ads are aimed at the ‘social trading’ theme, which makes sense given that eToro labels itself a social trading network as opposed to a broker. Indeed, as we’ve written before, eToro has made more use of existing social networks (Facebook, Twitter, etc.) than any other firm in the retail trading space, and recently integrated its OpenBook social trading platform into its own brand.
LeapRate has learned that eToro’s ‘take the bull by the horns‘ themed campaign will be shown on TV, out-of-home (e.g. across major London and national tube and rail stations including a Waterloo takeover), in print (Evening Standard, City AM , Shares Magazine and Money Week), in select cinemas, and online.
According to eToro’s Head of Brand Marketing Hannah Hill:
eToro is a game changer in both the fintech and trading sectors – we’re democratising the way people trade and invest and giving them the confidence to trade with the ‘wisdom of the crowd’ behind them.
Here is a glimpse at the first TV ad spot, designed by the Atomic London creative agency. As it is aimed at ‘social trading’, we’d welcome your feedback and reaction to the ad in our Comments section below.