CoinShares, a leading European crypto asset manager, has announced a new educational campaign targeting Swedish investors as part of its promotional strategy for its new financial product, CoinShares XBT Provider.
According to a November 12 press release, the “CoinShares Crypto Puppies” initiative, developed by the Swedish agency Save our Souls, is designed to appeal to the deep cultural affinity Swedes have for dogs and to create positive associations with cryptocurrency.
CoinShares noted that the campaign intends to create a “heartwarming connection with crypto” and foster more open discussions around its benefits.
The firm pointed to the results of its recent survey, which reveals that Sweden lags in crypto adoption compared to the European average, with only 9% of Swedes owning cryptocurrencies versus 12% across Europe. CEO Jean-Marie Mognetti suggested that Sweden’s relatively low adoption rate may partly be influenced by “persistent negative media attention” on crypto-related challenges.
The announcement from CoinShares arrives amid intensified scrutiny of crypto in Sweden. In September, the Swedish Police Authority and Financial Intelligence Unit (FIU) labelled some unregulated crypto exchanges as “professional money launderers” (P “Ls) tied to organized crime. The FIU warned that unregulated exchanges were facilitating money laundering, underscoring the need for stricter oversight in Sweden’s growing crypto sector.
Meanwhile, CoinShares’ initiative follows similar moves globally, like the recent establishment of a “Bitcoin Office” in Santa Monica, California. In August, Santa Monica’s Vice Mayor Lana Negrete launched the office with the Proof of Workforce Foundation to educate residents on Bitcoin’s economic potential and promote job creation through cryptocurrency. The project is part of the city’s broader goal to integrate crypto into its economic recovery plan.
The asset manager stated that the campaign will run for more than a month, with digital videos, billboard ads, print ads in top financial magazines, wild postings, and collaborations with influencers.
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