Problem How can Gemini make its mark in the cryptocurrency indus- try by driving education and attracting new consumers? Solution Through use of a strategically-targeted OOH campaign incor- porating thought-provoking copy . Background Cryptocurrency has gained increasing traction as an investment opportunity and is seen as a defining phenomenon of our gen - eration. However, this decentralized money system has seen delayed adoption compared to traditional centralized currency and banking. A growing audience believes in the potential of cryptocurrency but craves safety similar to traditional financial markets. Gemini wanted to develop a marketing campaign that was categorically different - just like them. They launched the first-ever marketing initiative in cryptocurrency that n

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