Tiger Brokers trades charts for hearts in emotive brand shift

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Tiger Brokers (Singapore) is taking a more heartfelt approach to investing with its latest campaign, “Invest in what matters, together.”

Marking a clear departure from its previous product-led efforts, the new push centres on a brand film and key message designed to anchor the broker’s communications throughout 2025.

In the TVC, a young father is seen growing older with his son where the baby is seen taking his first steps, brushing his teeth and decorating his first piggy bank. Accompanying the visuals is a voiceover of a man sharing his hopes and dreams for his son. The young boy then grows up to fall in love, get married and start his own family.

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The TVC will roll out across a full 360 media plan covering print, OOH/DOOH, YouTube, online ads and Tiger Brokers’ owned channels, with stills repurposed for multiple formats to ensure synergy across touchpoints.

Running from the second half of 2025 through the first half of 2026, the campaign highlights the personal side of investing and reminding audiences that behind every trade is a deeper story, whether that’s family, ambition or securing a better future.

Friend led the creative, while CPXi handled programmatic and ad buys. Moove Media, GleaMedia and Star Media are driving the OOH and DOOH executions.

“Everyone’s ‘why’ is different. This campaign is about honouring those personal journeys — and showing that we’re here to grow alongside our users, every step of the way,” said Ernest Teh, head of marketing, Tiger Brokers (Singapore) when MARKETING-INTERACTIVE reached out.

Nicholas Goh, co-founder of Friend said that "Tiger Brokers took a bold leap, and we were excited to take that leap with them."

"Together, we created a brand film that speaks to the power of investing in what truly matters. In family. In love. In Life. Their message of hope resonated deeply with us, and we threw ourselves into bringing it to life, with a film we're proud to stand behind," he added.

The campaign underlines Tiger Brokers’ shift from tactical product messaging to more emotive storytelling. Previously, Tiger Brokers leaned heavily on an educational approach in its marketing, focusing on product features and trading know-how.

Past videos on Tiger Brokers Singapore’s channels included its “Tiger Live” series, which featured lessons by individuals the brand identified as experts in the trading field.

Meanwhile, in Hong Kong, Tiger Brokers (Hong Kong) took over OOH placements across the city to promote the availability of cryptocurrency trading on its platform. The campaign included popular slogans and concepts from the investing community such as "To the moon" and "Seeking Alpha" to speak directly to new and experienced investors.

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