IG Group
Year
2019
Projects
- :30 Video
- Campaign Concept
- Digital Display
- Social Media
- Landing Page
Be the Red Sheep
New to the US market, London-based forex broker IG Group asked us to concept, produce and deliver a video to support IG’s US brand launch and increase awareness among potential customers. The video needed to introduce the brand while being aspirational, bold and playing to forex traders’ confidence.
Video Concept
We pitched several video concepts, but the resounding client favorite was The Red Sheep. The copy from our original video pitch is nearly identical to the voiceover in the final version.
Sheep. They do what the other sheep do. They travel in a pack. Never thinking for themselves.
Black sheep. They are the outcasts. The misfits. The ones who never fit in.
Red sheep. They don’t want to fit in. They want to stand out. To dominate. To separate from the pack and never look back.
At IG, we are the red sheep. The forex broker that operates differently than any other broker in the American market.
Follow no one’s lead. Except your own.
Filmed in Chicago with award-winning director Julian Acosta, The Red Sheep set the creative bar for the forex industry. Video pre-roll and digital display performance was outstanding, with a conversion rate 20x higher than the client’s previous benchmark. To date the video has been viewed nearly 400,000 times.
The campaign included media-driven display, dynamic video creative, social activations, landing pages and print placements to drive awareness and conversion.
