One of the UK’s leading trading firms – City Index – commissioned Kameleon to help expand in a highly competitive, mature market.
One of the UK’s leading trading firms – City Index – commissioned Kameleon to help expand in a highly competitive, mature market. Outspent by larger competitors, the team developed an ambitious content strategy to springboard the brand off the platform of education.
To establish City Index’s authority as the go-to brand for newcomers, a broadcast quality reality series saw eight aspiring traders compete to win £100,000. Distributed entirely through digital channels, the award-winning series formed the centrepiece of a wider integrated campaign that saw a 1440% increase in referrals across social media, natural search, and new accounts. Off the back of this success, in 2016 Kameleon were commissioned to produce 11 more training tutorial films for novices wanting an introduction into the trading game.