Going beyond a logo sponsorship to an authentic partnership.
CHALLENGE
Sponsorships are easy. Making them count is the hard part. CMC Markets had invested in big brand partnerships, but without strategic amplification, they were little more than logo placements failing to create the emotional resonance and cultural relevance needed to connect with a new generation of traders. The challenge was clear: transform CMC's existing "For The Achievers" brand platform from a statement into a lived experience.
To stop just sponsoring and start activating, we needed to take their new partnership with the legendary Red Bull Hardline and turn it into something real: to deliver authentic engagement, measurable reach, and lasting brand impact in a crowded financial services market. It was time to prove what being an ‘achiever' really meant.
OUR
TRANSFORMATIONAL
APPROACH
Passive sponsorship wouldn't cut it. So we asked a different question: what if we built a bridge between the worlds of elite trading and extreme sport?
Our strategy was to create an authentic, immersive experience on the ground. We built a dedicated CMC content hub and athlete village at the event, giving Hardline talent a premium space to connect with the brand away from the competitive pressure.
To create a powerful authentic connection we recruited Jono Jones – an ex-trader turned pro mountain biker – as our ambassador. He wasn't just a face; he was the living embodiment of the achiever mindset that defines both successful traders and elite athletes. Jono fronted our hero film and content series, while our team captured and shared live-action social content, turning a logo on a banner into a real-time, engaging story.
THE
RESULTS
The campaign generated nearly 900,000 total views and over 95,000 interactions, proving genuine audience engagement. But the real impact was in mass exposure: CMC branding scored a massive 116 million views via Red Bull's broadcast coverage, amplified by another 70 million opportunities-to-see in earned media. And 250+ leads.
More importantly, we transformed a logo into a statement. CMC Markets was no longer just a sponsor; it was a brand that authentically understood the achiever mindset - the pressure, instinct, and calculated risk that unites elite athletes and traders. We didn't just get views; we earned credibility.
OVER 95,000
INTERACTIONS
70M
OPPORTUNITIES-TO-SEE IN EARNED MEDIA
A website can only say so much. There’s nothing like a conversation.
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