SINGAPORE, 20 December 2024 – CMC Markets Singapore, a leading online trading platform, is proud
to launch its Own Your Trade de integrated campaign. Developed in partnership with creative and
marketing agency Studio 155, the campaign is inspired by a shared insight: both traders and
trailblazers possess the boldness to take calculated risks. At the core of this campaign is three
remarkable individuals who have forged unconventional pathways in their respective fields.
By drawing parallels between traders and these trailblazers, CMC Markets Singapore’s Own Your Trade
campaign reshapes perceptions of trading. It emphasises that risk is neither inherently bad nor good,
but rather an essential element of strategic investing when approached thoughtfully. To bring this
concept to life, the campaign showcases compelling stories of individuals who embody traits such as
tenacity, expertise, radical thinking and a calculated approach to risk.
These three visionaries represent the entrepreneurial spirit of daring innovators who defy conventions
and pursue their passions despite challenges. Their stories illustrate how making strategic, long-term,
and well-informed trading decisions can create the financial security necessary to take calculated risks
and explore uncharted territories.
Introducing the Trailblazers:
Bjorn Shen: Known as a rebel chef, Artichoke founder and MasterChef Singapore judge Bjorn Shen
reshaped Singapore’s culinary scene by introducing Middle Eastern cuisine with his own twist. He
masterfully balances authenticity and audacity, blending serious craftsmanship with playful
creativity to craft radical dining experiences that defy convention.
- Darren Lim: From a non-conformist career as an actor, to steering a family business, to leading an
out-of-the-box family life on a yacht and running a successful global business from it, Darren has
challenged societal norms and taken an unconventional route to success. - Natalie Dau: Nothing exemplifies grit like a multi-day, record-breaking 1000-km run. Super
achiever 10-time ultramarathon champion Natalie Dau is proof that limits exist merely to be
surpassed by persistent determination and calculated strategy. She brings the same drive to
championing female participation in sports, empowering women and opening doors through her
inspiring advocacy.
Together, these trailblazers highlight the rewards of calculated risks. Their journeys demonstrate that
success comes not just from skill and perseverance but also from understanding dynamics, making
bold decisions, and navigating challenges — a mindset essential for smart trading and investing.
Melissa Lwee-Ramsay, Head of Marketing, Asia, CMC Markets, reflected on the campaign: “We are
excited to launch this new campaign supported by Studio 155 and the three trailblazers. Central to
this campaign is the idea that success in financial trading isn’t about luck – it is about making informed
decisions, taking calculated risks, and staying ahead of the curve to power your ambitions and dreams.
Through compelling storytelling, we are redefining how our audience view risk — not as something to
fear, but as an essential part of seizing opportunities in today’s fast-paced financial world. Given that
today’s financial markets are increasingly volatile and uncertain, risk is ever-present. True success
comes from recognising and managing risk effectively. This campaign celebrates strategy, confidence
and the dynamic nature of financial markets.”
Bringing the Vision to Life
Eugene Lim, Marketing Director at Studio 155, commented on the creative direction and execution
of the campaign: “From the get-go, our focus has been to tell the stories of trailblazers: highlighting
their journeys, their challenges, their north stars, and their surmounting of odds to own their trade.
In parallel, it humanises the often frowned-upon and misunderstood traders’ personas, breaking
shallow stereotypes through diverse narratives and traits.
“The curation of ambassadors was crucial, and we’re proud to have collaborated with the tenacious
ultramarathon champion Natalie Dau, the innovative and rebellious chef Bjorn Shen, and celebrity
turned-wavemaker and business owner Darren Lim. Their stories epitomise how trailblazers – and by
extension, traders – leverage the right tools, skills, and unwavering dedication to carve their very own
success stories.”
Studio 155 adopted a cinematic approach to the creative treatment of the hero video, crafting a
visually rich and compelling narrative aligned with the brand’s ethos. Each talent was situated in
environments that mirrored their personal journeys and mastery — an experimental kitchen for Bjorn,
the expansive open road for Natalie, and the vast ocean for Darren. These distinct settings symbolised
their individuality while anchoring them to the central theme of ‘Own Your Trade.’
The video’s dynamic rhythm was achieved through intentional use of slow shutter speeds, capturing
the emotion and dedication each talent embodies. Seamless transitions between their storylines
showcased key features of the CMC app, unifying their journeys into a cohesive narrative celebrating
both their individuality and the collective spirit of trailblazers.
Visually, the video employed a cool-toned colour palette, carefully chosen to reflect the brand’s core
identity and elevate its aesthetic appeal. The video not only highlights the diverse, nuanced profiles
of traders but also reinforces CMC Markets Singapore as the trusted platform that empowers traders
to navigate the challenges, take calculated risks and elevate their trading journeys.
One of the campaign’s trailblazers, Ms. Dau, shared: “Just as I train my body to push its limits, I train
my mind to navigate the complexities of the market. As a woman, I’m proving that strength,
intelligence, and determination transcend gender and boundaries when it comes to achieving goals.”
Reflecting on his experience with risk, Mr. Lim noted that the campaign is aligned with his personal
values and said, “When I ventured into the chartering business, it was driven by a desire to share my
passion for the sea with others. The years my family spent sailing on Gracefully gave us countless
cherished memories, teaching me the importance of patience, risk management, and adaptability —
values I have carried into my investing journey with CMC Markets. Both journeys teach you that
success lies in resilience, preparation, and trusting your ability to chart the right course forward.”
The ‘Own Your Trade’ campaign kicks off with a bold, dynamic film that embodies the spirit of taking
control in the fast-paced trading world. This integrated marketing campaign leverages an omnichannel
strategy, blending out-of-home advertising with targeted digital advertisements aimed at CFD traders.
To reinforce this message among professionals, managers, executives, and technicians (PMETs), the
campaign features a prominent out-of-home billboard at Chinatown Point, complemented by digital
advertisements designed to engage audiences across multiple platforms, emphasising the power of
owning every trade.
Examining the connection between trading behaviours and risk
To add insights to how traders manage and drive success with calculated risk, CMC Markets Singapore
will launch proprietary research in 2025 as a part of the Own Your Trade campaign. The research
examines the connection between trading behaviours and perceived success, uncovering valuable
insights about the importance of the trading calculations investors make and reinforcing the
importance of calculated risks in trading to drive success.
Enhancing the trading experience for ALPHA members
In December 2024, CMC Markets Singapore unveiled the revamped ALPHA programme in order to
better help sophisticated traders elevate their trading experience. ALPHA members gain access to a
suite of benefits, including a new rebate tier, member-exclusive perks from the ALPHA card
programme curated by Tatler Asia, a complimentary Bloomberg subscription and access to exclusive
events such as private member clubs, major concerts and other premium experiences. This enhanced
membership reflects CMC’s commitment to empowering traders with the tools and resources they
need to make informed decisions, take calculated risks and achieve success in today’s dynamic
markets. For more details about ALPHA, click here: https://www.cmcmarkets.com/en-sg/alpha
To find out more about the campaign, click here: https://www.cmcmarkets.com/enhttps://www.cmcmarkets.com/en-sg/lp/own-your-trade
About CMC Markets Group
CMC Markets Plc (“CMC Markets”), whose shares are listed on the London Stock Exchange under the
ticker CMCX (LEI: 213800VB75KAZBFH5U07), was established in 1989 and is now one of the world’s
leading online financial trading businesses. The Group serves retail and institutional clients through
regulated offices and branches in 13 countries, with a significant presence in the UK, Australia,
Germany, and Singapore.
CMC Markets has operated in Singapore since 2007, and its new CMC Markets Singapore Invest Pte.
Ltd entity in Singapore (“CMC Invest Singapore”) has recently received a Capital Markets Services
Licence (“CMSL”) from the Monetary Authority of Singapore (“MAS”) to offer listed Equities, ETFs,
Options and Futures on its Invest platform to customers.
Headquartered in the UK, CMC Markets offers an award-winning, online, and mobile trading platform,
enabling clients to trade financial instruments including shares, ETFs, options and Contracts for
Difference.
More information is available at: http://www.cmcmarkets.com/
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