CMC Invest (Singapore) unveils innovative campaign on Clear Channel bus shelter media
By Rajiv Raghunath - September 28, 2023
“Our bus shelters serve as a versatile canvas that allow brands to explore boundless creativity,” says Cheryl Loon, Senior Marketing Manager, Clear Channel Singapore.
CMC Markets Singapore Invest Pte. Ltd. [“CMC Invest (Singapore)”], has launched a new trading platform, “CMC Invest”, for investors based in Singapore and the Southeast Asia region. To build trust with these investors and showcase its steadfast commitment to radical transparency, the company has taken a unique approach through a creative execution with Clear Channel bus stops, encouraging users to step into the world of CMC Invest.
This is translated to its creative execution which features a lit-up asterisk symbol at the top of the panel and a double-sided transparent cut-out at the centre of the advertisement, allowing passers-by to see through the asterisk. This effort also helps to enhance brand awareness, ultimately leading to increased consideration and higher app downloads.
The key message is that CMC Invest is being designed for investors by investors who understand the importance of trust and simplicity. Its core value is to be transparent by removing the hidden costs, and gamifications of investing.
Targeting working professionals above 25 years old who are either new to investing, or who are planning to change brokers, the creatives can be found at five Clear Channel bus shelters: B01 Cross Street near RHB Bank Building, B04 Orchard Road near Dhoby Ghaut MRT, B03 Robinson Road opposite Robinson Point, B05 Robinson Road after Capital Tower, and B01 Grange Road outside Scape Youth Park. The campaign ends on 7 December 2023.
“The retail investment market has grown exponentially since the pandemic, as more investors see the value in accessing capital markets to grow their wealth. To meet this demand, many online brokerage services have started up in the region. But while investors have more options than before, they are also often misguided and let down by sign-up bonuses with numerous T&Cs hiding fees and costs that eat away at their long-term profits. CMC Invest doesn’t just dare to be different, we are doing the complete opposite — we want our investors to take a good look at their T&Cs to understand exactly where their money goes when investing on our platform.
“We are reclaiming the asterisk as a symbol of our commitment to radical transparency and reinventing it as a creative device and an unforgettable mnemonic. More than just wanting every investor to understand what they are investing in and saving long-term costs on, we want them to be informed the moment they begin their journey with us. Our collaboration with Clear Channel enabled us to leverage its creative buy platforms to drive home the execution of radical transparency with a transparent 3D Asterisk at selected bus stops and other out-of- home ad platforms, while also offering viewers an interesting take on financial terms and concepts through the intricately conceptualised whimsical World of CMC,” said Melissa Lwee- Ramsay, Country Marketing Manager Singapore, CMC Invest (Singapore).
“Our bus shelters serve as a versatile canvas that allow brands to explore boundless creativity. CMC Invest’s asterisk idea illustrates what's unique to OOH advertising — the potential to seamlessly integrate imaginative storytelling in a public space, creating a memorable impact on the audience.”, Cheryl Loon, Senior Marketing Manager, Clear Channel Singapore.