Exinity, a fintech broker, embarked on a bold mission to establish its presence in the Middle East, focusing on the Gulf Cooperation Council (GCC) region and neighboring countries. The primary goal was to generate awareness and drive funded account sign-ups among new and existing traders.
Funded accounts
Average cost per funded account
Paid media spend; TV, Digital, Out of home
Site Visits
The Challenge
Breaking into the highly competitive Middle Eastern fintech market posed a significant challenge for Exinity.
The region was already saturated with established brokers, and gaining the trust of traders, many of whom were loyal to long-standing brands required a strategic approach.
Furthermore, Exinity needed to tailor its message to appeal to both new traders seeking entry into forex and commodities, and experienced investors looking for advanced trading tools.
All while navigating the cultural and economic nuances of the diverse MENA region.
What did
caginvest do
The media strategy combined direct response campaigns with brand-building initiatives, using a multi-channel approach to capture attention and convert leads.
1. Digital Advertising:
Programmatic Display: Leveraged custom audiences and affinity targeting focused on trading, investing, forex, and commodities. Retargeting was implemented using first-party data.
Direct Media Buys: Partnered with top-tier financial and news sites like Khaleej Times, The National, Arabian Business, and Forbes Middle East to position Exinity as a trusted brand.
Native Advertising: Deployed content syndication on platforms frequented by both new and experienced traders.
Video Advertising: Ran in-stream video ads on popular platforms to extend reach and capitalize on high video consumption rates in the MENA region (60% YoY growth).
2. Sponsorships:
Partnered with ArabicTrader—the largest Arab Forex community with over 76k members—for banner ads, webinars, and a trading contest sponsorship.
3. TV Advertising:
Broadcast TV spots on Asharq News and CNBC Arabia to build brand awareness and reinforce Exinity’s credibility.
A 30-second spot campaign with 200 airings on CNBC Arabia boosted visibility across key time slots.
4. Out-of-Home (OOH) Advertising:
Focused on high-visibility locations like Dubai International Financial Centre (DIFC) with digital screens, LED tickers, and iconic banner placements.
Expanded into Abu Dhabi’s World Trade Centre and Riyadh International Airport for regional penetration.
The Results
- Achieved 1,871 funded accounts within the campaign period (September–December 2021).
- Exceeded reach targets with a blend of digital and traditional media, ensuring Exinity gained a foothold in the competitive fintech space.
- Cost-per-funded-account metrics aligned closely with targets, with strategic media optimizations keeping CPAs under control.
- Strengthened brand authority in the MENA trading community through strategic sponsorships and media partnerships.
- Leveraging trusted financial platforms built credibility and attracted serious traders.
