XE
BRXEIT CERTAINTY
Creating confidence in chaos with brand response.
XE, the world’s trusted currency authority, wanted to build B2B awareness for its risk mitigation products for businesses who rely on the foreign exchange (FX) market – a much needed service for clients looking for certainty amongst the financial turbulence of Brexit.
We created BRXEIT CERTAINTY – a bold and disruptive campaign that made Brexit ownable by XE – by switching around the letters to place XE at the heart of Brexit and a confident solution to the chaos.
The campaign drew upon the insight that uncertainty is damaging for businesses – how Brexit continues to cause significant FX uncertainty that needs to be risk managed to prevent profit loss.
The hero piece was Uncertain Times – a piece of direct mail in a disruptive newspaper format, featuring 8 spreads of witty editorial, expert analysis, and pointed commentary, driving readers to sign up to XE’s BRXEIT webinar – a guide to how XE can help reduce FX risk in their business.
Our Uncertain Times was a brand response direct mail that was sent to business CFOs
Blogs and digital content were adapted into informative articles about FX risk mitigation
Satirical content was created to increase engagement
A letter DM was sent to smaller businesses to drive brand response