A new campaign from TD aims to promote the brand’s recently launched product, TD Direct Investing, as a platform that makes stock investment more accessible to consumers. According to the brand, the product is the first bank-owned brokerage in Canada to offer real-time partial share trading.
The “Own It” campaign revolves around the idea that investing can often feel like an exclusive club, where some of the most popular and expensive stocks are out of reach for new investors. The creative shows TD Direct Investing as the solution to that problem, highlighting it as a tool for all types of investors, regardless of share price or how much they have to invest.
Maja Neable, chief marketing officer in Canada at TD Bank Group, tells strategy that the brand is looking to raise awareness of partial stock trading for those who are new to investing or who want to diversify their stock market experience.
“We wanted to create an ad that showcased the possibilities that come with partial share trading, highlighting the journey from point of purchase to the pride of owning high-priced companies – even if just a piece – in a humorous and endearing way,” she says.
“We also recognize that digital experiences are key for younger audiences and in realizing that, our biggest opportunity is bringing the strength of our customer experience and humanity to both digital and physical channels,” she adds.
Ogilvy led the creative, overall strategy and production of the campaign. Media buying included TV, OLV and paid social media, and was done through Unison.
