Global X ETFs: Case Study

Global X ETFs is a United States-based company founded in 2008. For more than a decade, their mission has been empowering investors with unexplored and intelligent solutions. Their product lineup features over 100 ETF strategies and approximately $36 billion in assets under management. While they are widely recognised for their Thematic Growth, Income, Commodity and International Access ETFs, Global X ETFs also offers Core, Risk Management, Digital Asset and other solutions to suit a range of investment objectives. Explore their ETFs, research and insights, and find out more on the Global X RTFs website. Global X ETFs is a member of Mirae Asset Financial Group. For their London on-vehicle campaign, Global X ETFs focused heavily on financial districts, and included Drovo’s black taxi offering as part of their out-of-home advertising strategy.

Drovo – Global X ETF Taxi Campaign in London

A Focused Campaign
With Global X ETFs’ focus on key financial districts in London, Drovo selected taxi drivers from historic campaigns that frequented business districts like Tower Hamlets (Canary Wharf), Westminster and the City of London. Over the course of the campaign, live vehicle tracking was easily accessed on Drovo’s client facing dashboard, including the heatmap below. Drovo’s branded black taxis frequented the City of London, Mayfair and Westminster areas, as well as busy central London hubs like Soho and Mayfair.

Celebrating the World Cup with Global X ETFs
To create excitement and buzz around the Global X ETFs brand with their key ABC1 audience, three Global X ETFs branded taxis swarmed around the Soho area during the World Cup Finals, with a focus on sports bars and pubs. As revellers entered and exited sports pubs pre-game, at half time and after the full-time whistle, Global X ETFs had a strong presence in the Soho area.

Uniquely Transparent
In terms of results, the Global X ETFs black taxi campaign was a resounding success. With our state-of-the-art vehicle tracking, we are pleased to show via our campaign dashboard that over 93,548 total hours and 207,394 miles were recorded by our drivers. Drovo’s Global X ETFs branded black taxis were most often seen in their target ABC1 demographic areas such as Westminster, City of London and Canary Wharf, with additional hotspots around Soho and Marylebone.

“The team at Drovo brought to life a sophisticated brand activation that we are proud to share throughout London. Both quality and speed of execution were impressive — a rare combination in outdoor advertising.”

– Steve Munroe, Head of Marketing at Global X ETFs.

A 100% Carbon Neutral Campaign
With Drovo’s accurate vehicle tracking technology, we are able to ascertain exactly how much carbon offsetting needs to take place to fully offset the emissions from each campaign. For Global X ETFs’ London campaign, 31.7 tonnes of CO2 needed to be offset: 32 willow trees were planted in Grizebeck as a result.

A breakdown of Drovo’s carbon offsetting for Global X ETFs’ black taxi campaign.