problem
IEX, a stock exchange known for its transparent business model and innovative technology, needed a way to demonstrate the significance of its “Speedbump” technology—a 350-microsecond delay created by 38 miles of coiled cable. They wanted to engage guests and investors with this concept both in-person and remotely, while promoting the technology in an interactive and memorable way.
solution
To bring the “Speedbump” to life, we redesigned IEX’s office media wall and created the “Microsecond Challenge.” This interactive experience allowed guests to test their speed by attempting to press a button at exactly second 0 when the stock market opens and closes. Additionally, we developed a mobile web experience for VIP guests to participate remotely, alongside a creative promotional campaign involving food trucks branded as “IEX Café” and “IEX Kitchen” that engaged business districts across the U.S.
The project began with the redesign of the media wall in IEX’s office, transforming it into an engaging, real-time countdown clock for the Microsecond Challenge. Every day at 9:30 AM and 4:00 PM, guests are invited to participate in a timed game that reflects the precision and technology of IEX’s Speedbump. To extend the reach of the experience, we developed a mobile web platform that allowed VIP guests to play remotely, with SMS invitations sent just hours before the game.
To further promote the challenge, we conceptualized a unique brand activation involving food trucks. The “IEX Café” traveled to business districts, inviting passersby to play the challenge live. Later in the day, the “IEX Kitchen” offered appetizers and beer, providing another opportunity to engage with the challenge before the market closed. This combination of physical and digital experiences not only educated guests about the Speedbump technology but also created a lasting impression of IEX’s innovative approach to trading.
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see also
