Global investment brokerage Tiger Fintech NZ is tapping into the trading and investment habits of Kiwis with a large-scale brand campaign created by Auckland-based media agency Calibre + Candor.
Tiger Fintech has ambitions for Tiger Trade to become the go-to stock-trading app in New Zealand, offering investment into a diverse range of overseas shares on the US, Australia and Asia markets.
The brand campaign will goes live on August 29, and introduces New Zealanders to seven ‘Investor Cat’ characters representing personalities within the Kiwi investor community.
We meet the savvy investor ‘Top cats’ alongside ‘Cheshire cats’ who check their portfolio over a glass of wine in the evening. ‘Curious cats’ don’t know much about the stock market, but are keen to “dip their paws” in and get started while the ‘Copy cats’ rely on others to lead the way.
Meanwhile, the pedantic ‘Hell cat’ day trader shares tips and tricks and laps up all the data they can find.
Sarah Beck, Calibre + Candor Communications and Creative Director, says while Tiger Trade is celebrating its eighth year with more than 9 million users globally, it’s entering the New Zealand market where there are already entrenched players in the stock market app category.
“The challenge was to make Tiger’s global brand feel local, so Kiwis connect and feel comfortable with the brand and see themselves as part of the Tiger community,” Beck says.
Focus groups demonstrated that when it comes to investment, people clearly fit different mindsets and the agency looked for a way to describe these in a way that people can relate to.
“We landed on cat analogies as a great way to bring this to life. The investor cats highlight behaviours we know people demonstrate around investment and the ways they think and actions they take,” Beck says.
“Kiwis will definitely see themselves in one of the investor cats, or someone they know.”
Tiger, tiger, burning bright
The Investor Cats campaign is the largest, multiple-platform brand launch Calibre + Candor has worked on.
As well as appearing on TV, radio, digital and social platforms, the campaign will be highly visible with a heavy out-of-home presence on billboards, bus shelters and 54 buses across Auckland, Wellington and Christchurch.
“Everywhere you look, there will be Tiger Trade,” Beck says.
Vince Beckett, Tiger Fintech NZ Marketing Manager, says Investor Cats has a quirky local flavour.
“Unlike the typical technology product campaigns, the creative is not focussed on a barrage of tech features but instead focusses on local characters,” Beckett says.
“Investor Cats celebrates the many stages Kiwis are at in their investing journey with an app that’s robust enough to support a wide range of wants and needs.”
The beat of the TVC is enhanced with a soundtrack by Auckland music producer Leaping Tiger.
“This collaboration is a great way for Tiger Trade to promote emerging New Zealand musical talent and to reinforce the local focus of the app,” Beckett says.
Setting the cat among the pigeons in the investment app space
Tiger Trade launched in New Zealand in March and has expanded its local team to meet increased demand and uptake by the growing number of Kiwis investing globally.
Tiger Fintech NZ Chief Executive Greg Boland says Tiger Trade provides in-depth market information at the users’ fingertips to enable Kiwis to trade global but live local.
Access to Asian markets is a key point of difference, with Tiger Trade providing investment into Hong Kong, Singapore and China A listed shares as well as Australia and the US markets.
Also unique to Tiger Trade is its demo account which offers up to $ 100,000 in virtual money for investors to practise and sharpen their investment skills. Traders also have access to live, real-time market data to ensure they have the most up-to-date information.
“Tiger Trade brings together information, discussion and next-generation technology,” says Boland.
“Our mission is to help everyday Kiwis from beginners to experts to take complete control of their investing journey. We expect substantial growth in New Zealand and we aim to strengthen our footprint and become the go-to investing app in the local market over the coming years.”
| Meet the Investor Cats Curious cats – keen to dip their paw into the share market and get started Copy cats – invest with caution and support each other to find out more Cool cats – calm, collected and up-to-speed with the latest trends in technology and innovation Top cats – experienced investors who take charge of their portfolio and don’t need a broker to hold them up Hell Cats – pedantic investors who lap up every statistic they can find Cheshire cats – enjoy staying updated and checking their portfolio with a glass of wine in the evening Alley cats – glued to their phones and attraction to the next big thing sees them bidding on everything and loyal to no-one |
Credits
Creative agency: Calibre + Candor
Creative Director: Sarah Beck
Media agency: Calibre + Candor
Head of Media: Vanessa Williams
Client: Tiger Fintech NZ
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