OVALX
The Challenge
After acquisition by financial services company Oval, the trading platform ETX needed a rebrand to broaden its appeal to new audiences.
ETX are an established UK trading platform with over 50 years of experience and a professional trader user base, the challenge was to retain existing customers while appealing to new audiences.
The Solution
We supported OvalX with brand and communications planning starting with a market review, and mapping OvalX against their experience and attitude to risk.
This led to a clear 'top right' position for where the newly branded trading platform needed to live. Based on this position, we were able to refine and define a brand framework and proposition for OvalX that resonated with Oval's mother brand.
We also defined their core audience and developed an actionable insight into 'In the Game' for launch, targeting the experienced, risk-willing traders OvalX needed to connect with, and which made up their core existing customer base we need to retain during the rebrand.
This work fed into new brand, guidelines and tone of voice for OvalX, with a supporting communications plan for launch, to existing customers and the market about the changes at ETX.
The Result
A key concern associated with a change in ownership and brand is that it creates churn in the existing customer base. Following our plan, ETX’s existing customer base remained loyal to the new brand, and they now have the communication tools and assets to acquire new customers in the UK.
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