IG Markets has launched its new consumer brand platform, ‘This is new money’, designed to challenge traditional perceptions of wealth and make investing more accessible to a new generation of investors.
Created in partnership with agency Princess, the multi-year campaign positions investing as something that can be approached on individuals’ own terms, moving away from traditional ideas of exclusivity and old wealth symbols.
The campaign launches with a hero film directed by Dylan Duclos through Collider, alongside a wider series of creative executions focused on IG Markets’ investment offering, including Australian and global shares, ETFs and crypto.
At the centre of the platform is IG Markets’ new trading app, which brings multiple investment options into one experience and aims to provide financially engaged Australians with greater access to wealth-building tools.
Geoff Howland, Head of Marketing at IG Markets, said the campaign reflects a shift in how people approach money and investing.
“‘This is New Money’ is IG Markets’ answer – a platform that backs everyday Australians to invest their way, with the tools and confidence to forge their own path,” he said.
The campaign will run across television, online video, social media, audio, digital and out-of-home channels across Australia.