CHALLENGE

Stake are the largest online stock brokerage in Australia and New Zealand offering no fees on trades. They came to 2050 to help launch in the UK and build their base with the next generation of active traders.

CHANGING THE FUTURE FAST WITH CREATIVE ENERGY.

Think Long

The UK is a mature trading market. Banks had been shaken up by online challengers in the first dot.com revolution. Now erstwhile disruptors like Hargreaves Lansdown had become the new establishment. Enter Stake - a hungry new digital trading brand. We needed to frame their challenge not simply as 'a different option', but as 'the future' if we were to dislodge the incumbents.

Active brand idea

 Fintech challengers redefine normal and Stake is no exception. Stake are one of a new breed of App-based brokers. They're a US specialist who offer a slicker experience, an unrivalled range of US equities, pro-level data and they charge no fees. A more sophisticated choice vs. other challenger apps. They've raised expectations for what a broker should offer. Which is vital because their customers are demanding.

 Stake serve those who look beyond UK equities to the greater possibilities available through direct investment in the US market. Their customers see themselves as smarter investors and expect to be empowered fully.

 We saw that to successfully launch Stake we had to land their slick digital offering through a brand that spoke to their customers' discerning investor identity. The active brand idea is 'making trading USA smarter'.

Reimagine it

Hargreaves Lansdown are the trusted establishment but that showed - they're passive, traditional and old world. Not a dynamic, modern player made smarter for the next generation.

We imagined a new dynamic brand world that conveyed a smarter trading attitude. Through high energy music, well timed impactful graphics and Jeremy Irvine’s witty voice over, Stake’s brand personality exuded the confidence of a brand that knew how to seize the American opportunity like no other.

Psych for change

Stake’s global in-house production studio made the launch brand films for digital channels. We worked to prepare the team’s mindset before production so they were ready to execute the new brand world and attitude. We held workshops to collaborate on the direction of the scripts and shared relevant audio and visual stimulus.

RESULTS

Internal stakeholders​

·      New creative energy and brand direction.

·      Refocused R&D pipeline on what’s smarter vs. Hargreaves Lansdown.

Sales