NEW DIGITAL PLATFORM FOR ASIAN RETAIL INVESTORS

CGS-CIMB Securities

In seeking to connect with and attract a younger, more self-directed investor segment, Pan-Asia brokerage firm, CGS-CIMB has created a regional digital platform for multi-asset applications that give investors access to all major regional and global markets with just a single account.

  • ISSUE
  • VISIONING & STRATEGY
  • RESEARCH & BRAND OPPORTUNITY
  • BRAND ARCHITECTURE & NAMING
  • DESIGN & ACTIVATION
  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • FINANCIAL SERVICES

CHALLENGE

More than just creating a brand for the new product, CGS-CIMB needed to get a clear understanding of the needs and drivers of a younger, more self directed segment of retail investors, as part of its business expansion strategy.

The new online investment platform would be launched in Singapore and then rolled out progressively across other Asian markets from Malaysia, Thailand, Indonesia, and Vietnam, to China and more. 

SOLUTION

Activiste developed a brand strategy together with a range of value proposition options; platform name candidates and product features which were then evaluated through a quantitative research study across the 5 key markets.

Importantly, the research also served to help evaluate and prioritise key features of the platform - as they related to the different brand propositions. More than informing positioning, this helped the client team think through priority features for subsequent phases of development. It provided clear insights on pricing tolerance across markets, willingness to try the new platform and even the effect of endorsement by CGS-CIMB. Beyond that, the identification of dominant competitive brands in each of the local markets also provided us with clear direction on how we could develop a brand that was distinct and relevant across all the 5 Asian markets.

These insights formed the backbone of our strategic and creative recommendations. Activiste developed their creative conceptualisation and brand development, and provided nuanced country-specific insights to support an effective subsequent roll-out of this new branded investment platform across the region.

CGS CIMB Case Study website

 

IMPACT

The new brand, aptly named ProsperUs by CGS-CIMB, was launched recently in Singapore, and will be rolled out progressively across other Asian markets.