US cryptocurrency exchange and trading platform Coinbase has launched its first brand campaign targeting the UK market.
Called ‘Everything is Fine’, the new campaign plays on the idea that the current financial system is broken and that crypto can help to fix it.
At the heart of the campaign is a two minute comedy video, depicting a crumbling UK and a cast of characters singing about how ‘everything is fine’.
The new video was launched in partnership with UK ad agency Mother and LA-based Biscuit Filmworks.
Alongside the video, Coinbase has built a landing page for UK users on its website that builds on the same themes.
The main areas that the broker seems to be targeting are payments and bitcoin.
With regard to the former, the company notes that you can send crypto payments instantly and cheaply. This is a claim often made by crypto companies, despite the fact that you can now send most fiat currencies at close to zero cost and instantly.
The other point that the company makes is that bitcoin is secure and akin to ‘digital gold’. The broker also highlights its strong performance over the last decade.
Whatever readers make of these claims, it’s part of a big push we’ve seen among crypto firms to expand globally in the last 12 months.
More regulatory clarity in Europe – as well as a very supportive administration back in the US – means firms can proceed with more certainty and confidence than they could a couple of years ago.
