Crypto is for the few. FTX is for the many. We’re here to become the iconic democratizer of the category.

FTX is a cryptocurrency exchange built by professional traders, for professional traders. FTX strives to develop a platform robust enough for professional trading firms through its US and international exchanges and fosters an intuitive retail experience built for first-time users. FTX acquired Blockfolio and at the time this creative ran it was known as ‘Blockfolio by FTX,’ now simply ‘FTX.’

Our overall strategic opportunity was to change our audience’s thinking from “one day...” (procrastination) to “day one” (a start) - and quickly. 90% of all people are sitting on the sidelines, waiting for the moment to be right. So, knowing that, and given how fast-moving the crypto market is, we wanted to ensure people understood that to be part of the crypto world, you had to move at a fast pace, to avoid missing out on an opportunity.

Blockfolio by FTX kicked off one of the first major crypto exchange campaigns in the U.S. to drive awareness and app downloads. This is FTX’s first piece of advertising and while the app is well known among seasoned crypto-traders the hope is to drive awareness and conversion among a wider audience who are in an earlier stage in their crypto journey. The first installment of this campaign features two spots (“Party” and “House Hunting”), that use a humorous, edgy and modern tone by tapping into FOMO (Fear of Missing Out) to inspire people to act now on crypto trading through the Blockfolio. These spots were specifically created to support FTX’s sponsorship of The Match, a one-day celebrity golf event, on TNT.

These spots were one of the first commercial campaigns for a crypto exchange in the country. Using the core tension of FOMO is timely and relatable, especially in the context of the current housing market, not to mention dating! This was new for the brand and a big first for the industry, tied to the growth and increased popularity of crypto trading.

FTX - There’s a Price to Waiting

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