Easy Crypto, New Zealand’s largest crypto exchange, has launched its first brand platform via Proximity NZ.
The company was founded two years ago by New Zealand siblings, Janine and Alan Grainger, with the aim of making it easier for people to buy and sell crypto currencies. They saw the ability to trade on global platforms was complex and lacked transparency. They started Easy Crypto to deliver an easier user experience to democratise access to the rapidly growing investment option.
The campaign platform eschews category norms of crypto jargon and focusing on existing investor mindsets, and instead aims to own a clear proposition of ‘easy’ to grow the market. Using humour, topical and contextual ideas across large scale outdoor and digital media, the platform is designed to make Easy Crypto relatable and current. Working closely in partnership with media agency, MBM, sequenced communications in OOH, display and social to move audiences through the purchase funnel and drive commercial success.
As Easy Crypto expands to international markets, Proximity NZ is working with global BBDO offices to localise platform executions.
James Mok, Proximity CCO says: “The strategy is a bit of a no-brainer – Easy Crypto’s name says it all. But to own ‘easy’ we needed to be simple but not simplistic. We needed an engaging idea to cut through. Crypto’s growth is a hot topic so we wanted Easy Crypto to be part of social and cultural conversations. Leaning into topical and contextual moments gives the brand relevance and a voice. It also needed to be a platform that was easily exported across any culture. Working closely with the Easy Crypto team, we’ve built a distinctive look and tone that will cross borders, make people smile and prompt signups.”
Easy Crypto Chief Marketing Officer, Glen Chean, adds: “The Easy Crypto marketing campaign is another significant step in the development of our goal of driving broad cryptocurrency adoption in New Zealand and beyond. Proximity’s partnership is central to our success. From the initial meeting onwards the team at Proximity have shared our enthusiasm to help develop and craft creative messages aiming at reducing complexity and clearly showing that investment in cryptocurrency is available to everyone.
“At Easy Crypto we are all about making the journey easy, from sign-up to trading. Proximity rose to the challenge referencing fun, cheeky commentary and observations that connect with people’s real experiences. We are delighted with the results and are seeing significant numbers of new users on the platform beginning their journey with Easy Crypto.”
Client: Easy Crypto
Chief Marketing Officer: Glen Chean
Regional Head of Marketing Oceania: Steven Blackburn
Creative Agency: Proximity NZ
Media Agency: MBM