A creative communications campaign surrounding T+1 updates to profile SGX FX as thought leaders in the Singapore media and beyond
SGX FX wanted to increase brand awareness of two of their proprietary brands BidFX & MaxxTrader in Asia, with a specific focus on Singapore. To do so, they needed a strategic and impactful executive profiling campaign.
The Challenge
To transform SGX FX spokespersons into authoritative voices, it took a team with a deep understanding of trading and market infrastructure to spot conversation gaps in the Asian media where SGX FX could assert their strategic and unique perspectives. T+1 was not yet a big topic of conversation in the market or among journalists in Asia, and with that advantage, the campaign was born.
Our Approach
Using T+1 as a timely news hook, we developed a media relations campaign using the countdown around the US’s shortening of the settlement cycle to spotlight the impacts on traders in Asia, providing a showcase for SGX FX’s expertise and perspectives.
Our campaign was grounded in a true understanding of SGX’s audience – we were able to identify this newsworthy trend early to establish SGX as a prominent, authoritative and persuasive industry voice. By executing tactics including thought leadership articles, interviews and an always-on press office, we created a bigger brand for SGX FX, one better understood by their target audience.
Results we’re proud of
20
pieces of key trade coverage secured
5
top tier international hits
1M+
audience reach
All in the details
Striking while the iron’s hot
We crafted compelling stories at speed, while riding the media buzz around T+1.
Media recognition
With 20 pieces of trade coverage and 5 top tier hits, we established SGX FX as a ‘go-to’ source for hot topic commentaries.
Real business outcomes
Boosted global brand awareness, in support of SGX FX’s growth strategy.
“They’re a highly responsive team that’s always on the lookout for us.”
Christopher See
Marketing Director, SGX Group
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