How Crafted a Winning Message for Their Global Audience

An in-depth look at a leading cryptocurrency exchange’s marketing initiative and global message.


Cryptocurrency has taken the world by storm. Seemingly appearing out of nowhere, it’s a topic that has dominated major media and online conversation over the last couple of years. Whether you’re a hardcore, diamond-handed believer or a wary skeptic, you can’t deny the global marketing power of the cryptocurrency industry.

Despite being hailed as the next stage of the internet—and the future of finance—cryptocurrency is also feared as an unreliable asset, with many predicting it could be the next dot-com crash. Even with the skepticism surrounding the industry, or perhaps because of it, crypto has generated a robust media presence with a global reach. According to data by Finbold, approximately 10.2% of the global population with access to the internet own some form of cryptocurrency.

With the world watching, cryptocurrency exchanges such as have taken advantage of this momentum to promote their companies and solidify their position in the industry’s future through massive global marketing campaigns.

In the last year, doubled its exchange users, rising from 5 Million users in 2020 to 10 Million users in 2021.

Appealing to a sense of adventure

With the powerful slogan, “Fortune Favours the Brave,” has implemented its global marketing campaign, daring its audience to take a leap of faith and dive into the cryptocurrency industry. With phrases such as “It’s an audacious goal” and “for years

we’ve been told it’s impossible,” acknowledges the challenges ahead for the industry and the hesitancy consumers feel as they approach investing in cryptocurrency. They have attempted to overcome this reluctance by appealing to a sense of adventure—hinting at the chance of fortune and greatness. 

“The journey will be long and hard. But we will all look back at this moment…and know: It was all worth it.” – Fortune Favours the Brave.

Looking at the copy of their marketing campaigns, we see recognizing the world’s skepticism of the crypto industry and its apparent value. Instead of shying away from these hurdles, they are leaning into it, using it as an angle to push hesitant investors into believing in the potential and future of Web3 and cryptocurrency. 

They put forward that although the journey may be difficult, in the end it will pay off and that those who were brave enough to take the risk will be a part of history. 

“Undeterred, We build day by day, block by block, to give everyone control over their money, data and identity.” – Fortune Favours the Brave

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Aligning with heroic figures

In today’s media-saturated culture, a brand must be visible and stay relevant—while leaving a lasting impression on its audience. Leveraging this three-pronged approach, has made a significant splash with its numerous global partnerships and sponsorships over the last year.

One example is their $100 million marketing campaign; Fortune Favours the Brave, directed by Academy Award winner Wally Pfister—starring Hollywood superstar Matt Damon. Another is their partnership with Basketball Hall of Fame Lebron James, leading to his appearance in their 2022 Super Bowl halftime commercial. has pulled out all the stops in an attempt to make its company the number one crypto exchange.

With this bold marketing strategy, has primarily aimed its marketing efforts at the global sports community through targeted partnerships and sponsorships. From acquiring the naming rights to the Los Angeles Lakers arena to joining the list of sponsors for the 2022 FIFA World Cup, is wasting no time promoting itself as the premium cryptocurrency exchange.

With all the hesitancy and nervousness around the industry, sports audiences could be just what is looking for. Known as a community with a strong culture for taking risks and gambling on the chance of greatness, sports betting and a robust competitive culture are two attributes might be appealing to in this global sports audience. 

As for their message to these brave fans? 

You need to look no further than their 2022 Super Bowl commercial featuring LeBron James; the message is clear: don’t let fear and doubt hold you back. As LeBron says, “If you want to make history, you gotta call your own shots.”

It is this chance for greatness that is selling to its audience—the hope of being a part of the next great financial and technological wave.

MarketSmiths Case Study

Helping school districts design and launch brilliant new highschools, Springpoint needed a revamped website to match. But how do you write fresh without losing your conventional audience? Not an easy task—until Springpoint tapped MarketSmiths. Our copywriters brought their initiative to life with copy that’s clear, concise, and passionate—and appealed to a diverse audience of school designers, teachers and parents. Apart from reading great, we helped Springpoint build its profile in an industry obsessed with charter schools, and begin helping students too.

Championing bravery for social good

Armed with an inspiring message and famous faces to support it, the final piece of the marketing puzzle involves extending that sense of bravery to broader social causes. The brand has supported humanitarian projects such as and the Red Cross Red Crescent Movement.

In addition, the brand is making a positive impact via its current partnership with the LeBron James Family Foundation, supporting education and job training resources for underserved communities and contributing to James’s own I Promise School located in Akron Ohio, where students learn about blockchain-related topics. 

More recently, we have seen this charitable side of the company in their 2022 Oscars commercial “Essentials” where Joined forces with the Red Cross Red Crescent Movement, urging viewers to support Ukraine by helping donate essential items that have become life-saving necessities for the Ukrainian people. 

While these campaigns might seem impressive, they’re only the tip of the marketing iceberg. has spent millions more promoting its company through different outlets, extending its global reach as they try to promote the future of Web3 and the cryptocurrency industry. 

Regarded as an aggressive move by, this impressive marketing initiative demonstrates their commitment to maintaining a competitive edge in this emerging industry as other crypto exchanges such as Coinbase or FTX roll out their own high-ticket campaigns.

Read here on how Coinbase is helping lead the charge on financial freedom

These mega-campaigns make it clear that competing Crypto exchanges are not wasting any time trying to get a foothold in this seemingly lucrative industry—and what they believe could be the future of finance and the internet itself. 

Even with all of this global support, there is still an air of skepticism and nervousness around investing in the industry that needs to be addressed. It is this hesitancy that is trying to overcome with its messaging, urging consumers to be brave and take part in the next great financial and technological wave.

In the words of Hockey Hall of Famer Wayne Gretzky, “You miss 100% of the shots you don’t take.”

If you or your company is looking for copywriting that inspires and captivates your readers, Contact the copywriting team at MarketSmiths.

Tristan Robinson

Tristan Robinson

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