Axi & Man City Women
'Mentality Edge'
In 2024, Axi expanded its sponsorship to include both the men’s and women’s teams, recognising the unique engagement opportunity within the women’s football fanbase. Following a strategic review of our men’s campaigns, we identified a distinctive angle focused on the psychological parallels between football and trading. Partnering with a Manchester-based production company, we created a trading-inspired set and filmed across the city grounds training pitch in a single day with three players, delivering an industry-acclaimed campaign with exceptional performance results.
900k+
Impressions
2.3%
CTR
9%
2.4k Views
01
Hero Video
A 90-second video was produced and subsequently published on the Axi YouTube channel. This video was developed in multiple languages and has been watched over 18,000 times.
02
Performance Marketing
Online banners were created for industry trade websites to effectively promote the campaign and simultaneously incentivise individuals to open accounts.
03
Social Campaign
The social media campaign employed abridged versions of the video, designed in lengths of 60, 30, and 15 seconds. These variations yielded a considerable impact and significantly contributed to enhancing brand awareness.
04
Collaboration
All assets were executed in collaboration with Manchester City channels. This initiative was bolstered by email campaigns and prominent homepage takeovers.
Localisation
As with the majority of campaigns associated with Axi, this initiative was intended for global distribution. Given Manchester City's extensive international fanbase, the significance of this approach has never been more pronounced. The final campaign, encompassing the video component, was disseminated in nine languages.
