BingX case study

BingX is a leading crypto trading platform building its profile among football audiences worldwide.

WePlay partnered with BingX as its production partner for the Enzo Fernández World Cup Ambassador campaign, bringing the Chelsea and Argentina midfielder’s journey to life for fans across Europe, South America and Asia.

As BingX’s Official World Cup Ambassador for 2026, Enzo Fernández gives the brand a direct route into football culture. The challenge was turning that association into content that felt authentic to Enzo and genuinely engaging to fans, rather than a straightforward endorsement.

The brief called for content that could work globally through a hero campaign film, and locally through more personal, fan facing formats, all built around a single 60-minute shoot with Enzo.

We moved away from typical crypto advertising, aiming for content fans would want to watch rather than forgettable sponsor content. A Spanish-speaking team worked with Enzo throughout, helping him feel comfortable, which shows through in the final content.

The hero video took fans behind the scenes with Enzo, showing how easy BingX is to use, so it feels genuine rather than an advert. Key visual photography anchored the campaign across both digital and OOH, with social clips carrying that same playful, football-inspired tone across BingX’s channels, keeping the whole campaign product-light rather than product-led.

The hero film passed 1.5m views during the FIFA World Cup, with the authentic, behind-the-scenes approach resonating with fans well beyond BingX’s usual crypto audience. The campaign also contributed to new user sign-ups on the platform, showing that a genuine, personality-led partnership can convert attention into action.