This work is pivotal for creative strategy as it addresses a trust crisis in consumer finance. Identifying this issue, the strategy aims to rebuild relationships by simplifying the complexities of finance. The emphasis on acknowledging the problem resonates universally, reflected in its successful global adaptation. The innovative use of a nonsensical language, crafted by linguists, adds a creative touch that sets the campaign apart. In essence, the strategy not only identifies a crucial problem but offers a creative and universal solution, focusing on simplicity, trust-building, and good humour.

The context is global. Finance can make your head spin anywhere. Agency and client address this issue beyond the status quo in the category.

OCTA, a brand that makes trading accessible to the world, observed the entire category experiencing turbulence. The world of consumer finance was pretty shaken up at the time. The global scenario of financial unrest accentuated the need for a strategic response to mend these fragile relationships.

OCTA’s brand-team enlisted our expertise to navigate this challenging scenario and devise a campaign that not only restored trust but also positioned the brand as a reliable and accessible global trading platform.

The objectives were clear: legitimise OCTA, showcase superiority over local brokers, alleviate user concerns through global advantages, and communicate Octa's dedication to transparency. The overarching aim was to present a solution that amalgamates the security of a local broker with the diverse global trading opportunities Octa offers, effectively addressing the nuanced concerns of potential users.

Understanding the Business Challenge:

The client's challenge was to stop an exodus of users, rattled by scandals in the category.

Interpreting Client Needs and Brand Values:

Our interpretation focused on Octa's commitment to clarity and accessibility. Recognizing the intimidating nature of finance, our creative strategy aimed to break down these barriers and align with Octa's brand values.

Industry and Target Market:

The industry emphasis was on finance and trading, with a diverse global audience of traders as the target market. Our approach considered the nuances of each region.

Desired Outcome:

The desired outcome encompassed a positive shift in perception, increased user engagement, and a notable surge in app downloads.

Our strategic process began with looking for an answer to the two questions:

What are the reasons for users to cash in?

What drives them to cash out?

Conducting user research in specific regions (Brazil, Mexico, Malaysia, Nigeria, Indonesia, India, South Africa, Philippines, Thailand), we gathered extensive brand insights. Audience profiling aimed at enhancing brand awareness and trust, navigating the complexities of a global campaign. Overcoming internal and external challenges, our strategy prioritised transparency and accessibility.

Blending interviews and data analysis, the team crafted an original strategy for positioning OCTA.

It was based on a basic, but always relevant insight:

People wanted consumer finance to acknowledge that there is a problem with transparency, and somebody needs to address it.

The creative idea for the Octa campaign revolves around demystifying the complex language of finance. Recognizing the intimidating nature of financial jargon, Octa aims to simplify and make it understandable for traders globally. With over 12 years of experience in numerous countries, Octa positions itself as the platform that makes investments clear, accessible, and straightforward. The campaign's tagline, "Octa. Global finance made clear," encapsulates this essence.

In execution, the campaign employs ironic and slightly provocative advertisements. It features archetypal representatives of the financial world using a humorous and incomprehensible language, juxtaposed to Octa's approach of making finance clear. Octa ensures accessibility by speaking the same language as its users, emphasising straightforwardness.

Overall, we created 200+ tailored video versions, targeted around the world, with different casting and details peculiar to each region.

The campaign successfully persuaded both new and existing Octa users to engage in trading, resulting in a remarkable +7% brand lift and a 15% increase in the global user count. Octa app experienced a significant surge in downloads, contributing to the campaign's success in various countries.

The campaign achieved positive ad recall, increased awareness, and consideration across diverse markets, with notable results such as +7.91% in Nigeria, +3.9% in South Africa, and +3.76% in Thailand. These figures highlight the widespread success of the campaign in diverse regions.

The campaign generated 1.7249 billion impressions on Google/DV and Facebook. Significant achievements included a +16% increase in reach and engagement, a commendable +9% rise in app downloads.

Exceeding expectations, the campaign delivered a notable 5% increase in sales volume compared to the previous year, surpassing the +7% sales target. These achievements underscore the campaign's effectiveness in enhancing brand perception and driving user engagement

The Octa project faced unique challenges in the consumer finance sector, making it stand out from competitors. Unlike traditional methods, Octa aimed to address global issues in consumer finance by combining the security of a local broker with the vast opportunities of a global platform. This required a deep understanding of user behaviors, trust concerns, and market dynamics across various regions.

The complexity increased due to its global scope, covering nine regions (Brazil, Mexico, Malaysia, Nigeria, Indonesia, India, South Africa, Philippines, Thailand). Adapting strategies to different cultures, regulations, and financial contexts was crucial. The campaign's intricacy extended to producing over 100 video versions, emphasizing the brand's commitment to tailored, region-specific messaging.

In essence, the Octa project distinguished itself by navigating the complexities of global and regional dynamics, offering a solution that uniquely blended local security with global opportunities, setting it apart from competitors.