CME Group
Exploring where risk
meets opportunity
CONTEXT
During a time of economic uncertainty, greater risk and higher stakes, CME Group sought to reassert its leadership. Retail trading had brought Wall Street much closer to main street, introducing new investors to futures trading. CME needed a campaign to renew interest among all market participants.
STRATEGY
Communicate the nature of risk management in seizing opportunities. For investors, trading is intensely individual and risk is ever-present. Risk is not something to be feared, but something to be managed. CME Group is that place, empowering individuals with the confidence to act.
APPROACH
This new campaign positions CME Group as the market leader and global destination for trading and risk management. Featuring Premier League goalkeeper Robert Sánchez, surfer Laird Hamilton, and LPGA players Sarah Kemp and Stephanie Meadow, the work conveys that no matter how challenging the environment, CME Group delivers the right tools to navigate risk and find opportunities.
The campaign appeared on CNBC, Bloomberg, NBC, the Golf Channel and BBC World as well as Wall Street Journal, FT, and Barron’s among others.
OUTCOMES
85% uplift in brand familiarity and +7% response in actions
75% brand favorability after campaign
90% now likely to consider CME Group for trading
