Tiger takes chunk of trading market thanks to Investor Cats campaign

AUCKLAND, Wednesday: Since Parnell-based creative agency Calibre + Candor launched its Tiger Trade Investor Cats campaign in August, the apps weekly downloads have increased by nearly 140% and the number of registered users has quadrupled.

The campaign involved 50 buses, including the first ever full wraps of four double decker buses and widespread OOH coverage, through to TV and digital advertising. The bus wraps made creative use of window spaces on each bus to highlight the seven different Investor Cat personalities.

Global investment brokerage Tiger Brokers NZ has taken a sizeable bite out of the competitive local online share trading market since the launch of its Tiger Trade app marketing campaign.

The Investor Cats campaign has seen weekly downloads of Tiger Trade, which gives investors access to stocks, ETFS and options on the US, Australian and Asian markets, increase by nearly 140% since the marketing campaign started in August. The number of users who have registered accounts has quadrupled in the same period. 

The campaign introduced seven ‘Investor Cat’ characters representing personalities within the Kiwi investor community – from clever ‘Top Cat’ investors through to the less experienced ‘Curious Cats’.

Calibre + Candor Communications and Creative Director Sarah Beck say because Tiger Brokers was entering the New Zealand market with well-established players, the key to the campaign was localising Tiger’s global brand so Kiwis connected with the brand.

“It has been a hugely successful campaign with brand awareness tracking up significantly since launch and continuing to maintain momentum in what is a hugely competitive sector,” she says. 

“C+C and CD Sarah Beck say because Tiger Brokers was entering the NZ market with well-established players, the key to the campaign was localising Tiger’s global brand, so Kiwis connected with the brand.”

The campaign was extensive with over 50 buses, including the first ever full wraps of four double decker buses and widespread OOH coverage, through to TV and digital advertising. The bus wraps made creative use of window spaces on each bus to highlight the seven different Tiger Trade Investor Cat personalities.

Head of marketing at Tiger Brokers, Vince Beckett, says the Investor Cats campaign successfully raised awareness of what Tiger Trade offers as well as tapping into the local Kiwi investor market.

“The online share trading market is increasingly competitive, and like in any sector, your brand has to stand out through a combination of great creative and an easy-to-understand message.

“The Investor Cats campaign not only connected with Kiwi investors, it also showcased the capability and benefits of Tiger Trade.”

Research from earlier this year by Finder showed 38% of Kiwis have shares, making it the most common form of investment.

The campaign was extensive with over 50 buses, including the first ever full wraps of four double decker buses and widespread OOH coverage, through to TV and digital advertising. The bus wraps made creative use of window spaces on each bus to highlight the seven different Tiger Trade Investor Cat personalities.

Greg Boland, Tiger Brokers NZ ceo, says real-time data is key to making informed investment decisions at a time when markets are volatile.

“It’s a challenging time for investors. What drives consideration and uptake for people in the online share trading market is having the best tools and information to make informed investment decisions.

“Kiwis are savvy and have a great appetite for investing. They are investing in overseas markets increasingly and they are demanding access to tools such as live data to ensure they have the latest information in front of them when making investment decisions.”

CREDITS

Creative agency: Calibre + Candor
Creative Director: Sarah Beck
Media agency: Calibre + Cando
Head of Media: Vanessa Williams
Client: Tiger Brokers NZ
Head of Marketing: Vince Beckett
PR: Boyd
Consultant: Nik Hancock