XE

BRXEIT CERTAINTY

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

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

Blogs and digital content were adapted into informative articles about FX risk mitigation
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Satirical content was created to increase engagement

Satirical content was created to increase engagement

A letter DM was sent to smaller businesses to drive brand response

A letter DM was sent to smaller businesses to drive brand response

Large numbers of webinar sign-ups delivered 

‘Our brief to SHARP was to positively disrupt the CFO’s day to introduce our secure International Money Transfer services and drive Webinar sign ups. An excellent campaign getting us in front of a hard-to-reach audience.’

Leanne Metcalf, Corporate Marketing Manager, XE.