Octa. Lucky to have

Octa needed one awareness idea for its new app and Space, the analytics feed inside it. It had to run in nine markets, from India to Mexico, and speak to beginners and pros at once. "Clear, fair, not for the chosen ones" is what every broker says, and the client told us so after our first round. Pros struggle to validate decisions. Beginners fear losing money.

Risk that is hard to understand breeds magic: traders keep lucky socks, read horoscopes, follow omens. Our first line promised you won’t have to rely only on luck. Octa’s side objected: their audience believes in luck. We answered that we weren’t killing it, only noting that nobody can rely on it every day. The line turned around: Octa is the luck you have.

Shot in Mexico City by directors Gina Onegina and Ilya Cherepitsa with Stereotactic, the film follows unlucky people on a bad day: a man in socks and boxers chasing the garbage truck that took his lucky socks, a courier stuck at a door, a woman whose horoscope wrecks her day. Each ritual gets a product answer.

We also made Indonesian and Hindi versions, key visuals that put luck and trading in one image, and a template for Octa’s in-house feature videos: open on a user’s failed ritual, then show the product magic.

Octa launched the idea as «The lucky ones» on 18 April 2024, a global campaign across all channels, with Malaysia first. There, Octa ran our films in its performance channels next to its own performance videos, and ours brought more sign-ups. The idea then outgrew the ad: Octa built a trader survey on luck under the same name.

«With Border Zero it never felt like ‘client–agency’. We worked with partners, not a service provider. They delivered the idea we needed and the execution it deserved. And they’re the right people to drink with too.»
Adi Krumer, creative director, Octa

Does every rival in your category promise the same thing? Find what your audience already believes in. Our first campaign for Octa was the Brazil launch film Empower your freedom. Tell us about your task.