Shall I compare thee to a super trader? Strategy and Sons and Co. go global with MahiFX promotion

It’s been a tough year for the Christchurch-helmed Strategy Design and Advertising. But last week was a well-deserved good one, with its first Effie (one bronze for Christchurch City Council’s Share an Idea) and five golds at the Best Awards. Now it’s getting international attention for its brand development work for new foreign exchange trading website MahiFX—and particularly for an online gimmick that allows visitors to compare their income to renowned supertrader John Paulson. 

The site, which claims to offer proprietary software and direct access to the market makers, has been developed by a team of international traders, analysts, developers and marketers and Strategy was brought in at the concept stage to guide the brand development. Over the past year, the creative team has been developing and implementing a robust brand platform, including identity, positioning, website and interface design, advertising and promotional concepts.

“The initial challenge was to provide an effective, interactive holding page that reflected the design ethos that has been integrated into the full website and trading platform,” Strategy managing partner Geoff Cranko says.

To do this, Strategy collaborated with the award-winning web company, Sons & Co, which also took home a few golds at the Best Awards, and developed an interactive online tool that invites you to compare your annual income against that of Paulson’s, who makes a mean $555,900 per hour and raked in $4.9 billion in 2010 (if you want to compare your income with other rich people, check out the Global Rich List).

In the three days since its launch on 2 October it’s had over 13,000 visits from 104 countries and has been picked up by an array of blogs, social media and design sites worldwide.

MahiFX is set to launch in full in February 2012 with a gala event at The Gherkin in London.

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