Cryptocurrency exchange Crypto.com is making moves with a global advertising campaign that aims to cash in on the latest spike in the cryptocurrency space. A spokesperson for the company has said that the exchange has invested $100 million into the campaign so far.
The Crypto.com campaign encompasses 20 countries and will run for several months, according to the spokesperson. The ad will be titled ‘Fortune Favours the Brave’ and stars Matt Damon. The campaign is directed by Oscar-winning cinematographer Wally Pfister, making it a Hollywood affair.
The campaign is a strong move for the crypto exchange. The ad campaign comes just 2 months after crypto derivatives exchange FTX launched its own $20 million U.S ad campaign which featured Tom Brady and Gisele Bundchen.
The start of big things
After a fairly quiet summer, the crypto space is starting to pick back up, thanks to the long-awaited debut of the Bitcoin exchange-traded fund in the U.S. Crypto.com aims to capture this surge with its advertising campaign and establish the brand in front of a wider mainstream audience.
The ad’s message has a strong focus on financial independence and self determination. The timing of the campaign coincides with the early stages of cryptocurrency adoption into the mainstream.
Crypto.com CEO, Kris Marzalek said, “This is our first branding campaign.” Adding, “We wanted to create a very powerful connection … Cryptocurrencies are less and less about just trading and more about building the future of the internet.”
The CEO explained that partnerships with stars, such as Damon, are key to establishing the exchange’s brand and gaining recognition around the world.
On Monday, Crypto.com also announced that it will be donating $1 million to Water.org- a non-profit organisation founded by Matt Damon. The exchange has previously expressed its commitment to address the climate crisis and has also pledged to be a carbon-negative business before the end of 2022.
Crypto.com is following in the footsteps of other crypto firms, such as FTX. FTX has pushed its own marketing campaign which included buying a Superbowl ad and using Tom Brady as brand ambassador.
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