Ripple 2023 | Are you on the right side of progress?
Background
Ripple, a pioneer in the crypto industry since the advent of blockchain technology, has continuously evolved its business solutions to be more innovative, transparent, and sustainable than ever before.
Insight
However, a significant challenge arose: how could Ripple persuade finance leaders to consider cryptocurrency when they did not even associate it with their businesses? In a world where skepticism towards cryptocurrency persisted within the traditional finance bubble, Ripple sought to engage "internal revolutionaries" – those progressive leaders eager to evolve but hesitant to embrace crypto as the solution.
Solution
At the heart of our campaign was a simple question – 'Are You On The Right Side of Progress?' To bring this to life, we partnered with generative artist Balkan Karisman to reimagine the finance industry as a dynamic and evolving ecosystem of innovative solutions. Real-time snapshots of the artwork were paired with thought-provoking headlines about progress and challenging the status quo. Our comprehensive campaign infiltrated the traditional finance industry's train stations, newspapers, and websites, showing them that 'Crypto Means Business' and that the new ear of progress and transformation is already here.
Deliverables
The campaign launched on CTV, OOH, Digital, and Social Media channels across New York, London, Dubai, Singapore and Sao Paolo.
Client
Specialisms involved
Background
Ripple, a pioneer in the crypto industry since the advent of blockchain technology, has continuously evolved its business solutions to be more innovative, transparent, and sustainable than ever before.
Insight
However, a significant challenge arose: how could Ripple persuade finance leaders to consider cryptocurrency when they did not even associate it with their businesses? In a world where skepticism towards cryptocurrency persisted within the traditional finance bubble, Ripple sought to engage "internal revolutionaries" – those progressive leaders eager to evolve but hesitant to embrace crypto as the solution.
Solution
At the heart of our campaign was a simple question – 'Are You On The Right Side of Progress?' To bring this to life, we partnered with generative artist Balkan Karisman to reimagine the finance industry as a dynamic and evolving ecosystem of innovative solutions. Real-time snapshots of the artwork were paired with thought-provoking headlines about progress and challenging the status quo. Our comprehensive campaign infiltrated the traditional finance industry's train stations, newspapers, and websites, showing them that 'Crypto Means Business' and that the new ear of progress and transformation is already here.
Deliverables
The campaign launched on CTV, OOH, Digital, and Social Media channels across New York, London, Dubai, Singapore and Sao Paolo.
The feature film highlighted how Ripple’s blockchain solutions are igniting progress around the financial world.
Campaign Feature Film
The OOH launch took over financial districts around the globe, including Dubai, New York and London (shown below), as well as Singapore and Sao Paolo.
We challenged perceptions in shorter videos by contrasting opposing views of crypto and finance and challenging the industry to pick the right side.
Flip the Script | Persistent
Flip the Script | Visionary
Results
48.2%
Unaided brand awareness jumped 15.3% among those exposed to the campaign, from 32.9% to 48.2%
15.8%
Top-of-mind awareness jumped 3.1% among those exposed to the campaign, from 12.7% to 15.8%
83%
83% agreed that the campaign creative captured their attention and sparked intrigue to learn more.
82%
82% indicated that after viewing campaign creative, their opinion of the brand is better than it was before.
Highlights
