Behind the scenes

SafeGold was gearing up to launch a feature that would let users lease their gold to jewellers and earn more gold in return. The concept was unheard of and so the task was to position it to clearly showcase its value and make it approachable.

We started by identifying a simple fact: people think of gold more as a protectionary asset rather than a growth instrument. The feature's positioning has to be the antithesis to this notion – that gold could grow just the way money does.

First came the hype-building teaser page that made a strong promise and outlined exactly how SafeGold could deliver on it. The simple pitch garnered well over 10,000 signups in just a few days.

Then came the official website. We christened the feature ‘Gains, by SafeGold’ and evolved the value-prop into a simple headline: Grow your gold like you grow your money.

For over two years, Gains has served thousands of customers and delivered returns measuring in kilos of gold.