Using attitude to introduce a new brand to a tough audienceDoshFX - Crypto Trading
2022 - 2023
The Brief - Introducing DoshFX to South Africa
Gen-Z hey. Not the easiest bunch to please. Bored of promises, they see through bullsh*t and are sick and tired of greedy corporations.
So what’s a brand in the notoriously cluttered crypto space to do? That was the steep task put forward to us by DoshFX, a joint venture subsidiary of DIFX, an international crypto exchange looking to enter the South African market.
What did we give them?
Attitude…well, not the client, but their audience.
Have a voice
Our strategic insight was simple. Crypto is—by nature—intangible. It’s also pretty technical. And with most competitors shouting about the breadth of coins, wallets, blockchain technologies and offer! offer! offer!…we wanted to make the brand more tangible.
Based on these insights, we chose to introduce DoshFX with a tone that set it apart from all competitors, and tipped its hat to the advertising clichés their audience were so tired of hearing.
With modern consumers and Gen-Z in particular being more skeptical and jaded than any other—and our particular audience of digital natives having grown up with meme culture—we doubled-down on self-deprecating humour and crafted messages that did their best to not sell over-stated dreams.
Reaching an audience across the digital divide
Our multi-pronged campaign spanned a variety of digital and traditional media touchpoints, from Johannesburg’s busiest thoroughfares and radio stations to some of the world’s most popular games. With a bit of attitude and a nod to the clichés of the space, we introduced DoshFX to a young, digitally-engaged audience in a way that South Africans certainly hadn’t seen before.