Cboe wins bronze at ANA B2 Awards for its HOOD Summit activation

The Association of National Advertisers (ANA) recently announced the winners of the 2025 ANA B2 Awards, with Cboe taking home bronze. This award recognizes the best in B2B marketing excellence, and winners were announced at the gala event on June 3. 

Cboe was recognized for its index options activation at the inaugural HOOD Summit, challenging traders to think differently about investing. 

As the exclusive exchange conference sponsor at the HOOD Summit for Robinhood power users in Miami, there was an opportunity to educate those who were not familiar with index options in an engaging way. Robinhood announced at the conference that index options were coming to the platform for the first time, with attendees gaining early access. 

tms collaborated with Cboe to create an interactive activation designed to educate traders about index options. The experience was built around a clear visual metaphor: a physical wall of all white sneakers representing limited choices – contrasted with a singular, bold, customized pair of Cboe shoes to represent that “life is better with options.” Cboe associates also wore the customized shoes throughout the event, helping visitors see how Cboe’s index options stand out when it comes to investing. 

After scanning a code on their phone, attendees were guided through a digital experience showcasing the advantages of Cboe’s index options – including tax efficiencies, cash settlement, global trading hours, and no early exercise. Those who completed the journey received a Nike gift card to customize their own shoes, along with a gift bag containing ticker-printed shoelaces and a link to an in-depth index options guide.  

Congratulations to Cboe and all the other 2025 ANA B2 Award winners – to view the full list of winners, visit ANA’s website.