We addressed people’s fears head-on by admitting the category can sometimes be a shady place.

By personifying the internet scams we’ve all heard about, we were able to highlight the fact that while there are definitely many wrong ways to buy digital currency, thankfully – there is a right way.

We chose to launch the campaign using a very traditional media buy with the intent being to give the brand credibility and a “real world” presence.

THE CAMPAIGNconsisted of television, out-of-home, digital banners and newspaper.