TD’s latest campaign builds on the big brands that were advertised during the Super Bowl, empowering consumers to own a piece of them through partial share investment. With DIY investing on the rise, TD says it wants to encourage Canadians to own a stake in the brands they enjoy and engage with.

Devised by Leo Burnett Canada, the campaign’s creative highlights the company’s TD Easy Trade app as the go-to platform for DIY investors, allowing them to buy and trade partial share of the brands that participate in major events.

Maja Neable, chief marketing officer at TD, tells strategy that this year, they wanted to share a Super Bowl moment with their audiences with a new approach.

“Many customers have shared investing can feel complicated or overwhelming and this campaign aims to demystify investing, helping Canadians feel comfortable at any stage of their journey,” Neable says. “The tone of our campaign is positive and inspiring with the creative complementing a 30-second TD Easy Trade spot, which will be airing during the Super Bowl and easily explains how to get started with the TD Easy Trade app.”

According to Neable, the campaign aligns with TD Easy Trade’s existing brand strategy, which targets beginner investors while also supporting the next generation of investors. She adds that the brand wanted to assist investors at whatever step of their journey, whether they were just starting out or were still expanding their portfolio.

“The TD Easy Trade app is an ideal platform for those new to investing, offering 50 commission-free stock trades each year per client, including partial share trades,” Neable says. “As DIY investing has a broad appeal and interest, our strategy reflects the same to capture both new and seasoned investors, while also tapping into sport and football lovers through social, targeting where conversations are happening.”

The creative appears across multiple platforms, including a microsite (InvestintheBigGame.ca), online videos, social media and OOH advertising.

Neable says that the brand found strategic locations to connect with customers in their daily routines and additionally while they’re en-route to Super Bowl celebrations. “We also employed geo-targeting with polygons around stores and brands that align with TD’s strategic partnerships,” she says.

“The targeting connects through to the digital space where this audience is savvy and also sharing Big Game highlights,” she adds. “Considering vendors and their targeting capabilities such as Twitch, YouTube, and Meta were fundamental additions to the overall media strategy.”

Ogilvy was behind the creative of the Super Bowl ad, while Starcom handled media buying and MSL led PR.