Direxion Single-Stock Leveraged ETFs Campaign

Traders are different from ordinary investors. They think short term and relish high risk. Single-Stock Leveraged ETFs are risky, and Direxion wants potential traders to know this. This campaign walks a tightrope, acknowledging the risk factor of these products, while also appealing to traders' aggressive outlook on financial allocation. The creative also appeals to trader tastes that we learned lean more to the irreverent as opposed to traditional/conservative financial marketing.
Viewpoint Creative also developed the overall visual identity for the campaign. It is derived from Direxion's master brand, but differentiated enough to establish Single Stock Leveraged ETFs as a sub-category. Viewpoint conceived, wrote, designed and post-produced this campaign of video pre-rolls and banner ads.
The videos have helped these single stock leveraged funds gather over $1Billion, in 10 months.