“Enriching Everyday Australians”
Zipmex is Australasia’s largest cryptocurrency trading platform. The business has quickly expanded across multiple marketplaces with a range of innovative financial products which are bringing a level of value unseen within the traditional cryptocurrency exchange and trading marketplace.
In July 2021, Zipmex wanted to boost its presence and offering in Australia, in a context where there were already a few significant players in the Australian market.
To support the forecasted expansion into the Australian marketplace, Zipmex had to shift from being perceived as another convenience trading platform to a preferred brand to trade from.
While we had to consider how to position the brand with an added value to the market, distinguishing Zipmex from its competitors, we also had to connect with multiple audiences whose understanding and knowledge of cryptocurrency were very inconsistent.
The success will be based on the ability to connect with the audiences, engage on simple terms, and encourage people to try Zipmex.
To achieve this, TOAST conducted an extensive analysis of the international and local cryptocurrency and financial marketplaces. Engaging senior business leaders across management, marketing and product development to deeply understand the vision, intended growth trajectory and unique financial products made available to Zipmex customers.
In addition to this, TOAST worked collaboratively with Zipmex to segment and identify a target audience of Australians believed to be both ripe for initial adoption and for future growth.
This process led us to a central brand insight that cryptocurrency was about much more than quick win trading, it was an opportunity to help individuals diversify their portfolios and invest in a product that had the ability to have real-world impact through the power of blockchain technology.
The agency developed a more Australian-friendly brand positioning & visual design to support the business' launch and ongoing growth, while ensuring alignment with the larger global positioning that will ensure the brand does not become disjointed across international markets. This insight led to the creation of the brand platform ‘Enriching Everyday Australians’.
A lead generation campaign was led digitally so we could build a successful customer database for Zipmex for years to come and start the journey with their Australian customers.