Challenge: In February, 2012 XIE Shares launched their new, easy-to-understand ETFs on the Hong Kong Stock Exchange. However, this was an increasingly crowded and loud space. XIE need to breakthrough and be heard.
Solution: As XIE’s EFTs were so easy to understand they were a “no-brainer”. To bring the strategy to life and elbow XE through the competition, Alchemy engaged George W. Bush to launch the ETFs. After all, they were so simple, even he could understand them.
Results: The campaign generated publicity far exceeding the impact that traditional advertising could have achieved. It was also a lot lighter on our client’s budget. Over the three days Mr. President and his association with XIE was in the city, he was written about in virtually every publication. Social media sites were awash with pictures of Mr. President posing with local residents and tourists, and he featured prominently on Sina Weibo and the Time Out Facebook page.