Work

City Index

Trading Academy

CHALLENGE

How do you grow and expand your customer base by acquiring new-to-category customers? Operating in a mature market, characterised by aggressive marketing to steal share rather than attract new types of customer, City Index could not outspend their competitors, so they had to find a new way to grow by being smarter, and by marketing themselves in an entirely different - and innovative - way.

RETHINK

Wholeheartedly embracing the potential of content marketing, City Index saw that they could create a genuine point-of-difference by educating new customers on how to trade effectively. To prove their case, we developed a digital content series in which we took 8 newbie and aspiring traders and put them through the Trading Academy. One candidate would walk away with £100,000 in cash, and a dream job at City Index.

RESULTS

"The best piece of marketing we have ever done" (CMO, City Index). The series delivered a million views and hundreds of new account applications, whilst the tutorials and ever-green content continues to prove useful (and differentiating) day-on-day.

City index