ABOUT

PUTTING CUSTOMER STORIES AT THE HEART OF A MULTI CHANNEL CAMPAIGN

OUR CHALLENGE: TD Direct had very low awareness amongst self investors. How could this challenger brand grow its presence, and its customer base, by disrupting the market?

OUR INSIGHT: TD Direct Investing, the online share dealing and investing service, was relatively unknown as a brand. Our insight revealed that there was a huge opportunity to engage with people who wanted to trade or invest but lacked confidence. Equally, there were many active traders or investors, who felt unsupported, under-valued or unrewarded by competitor brands.

OUR SOLUTION: We developed a creative strategy to challenge and disrupt the DIY investing world, based on the truism that when you’re equipped and empowered to do something yourself, you feel more confident and ultimately more rewarded. We used real TD customers (and their stories of self-achievement in both investing and life) to dramatise this ‘I can’ brand attitude. Following the ‘journeys’ of an ultra-runner, open course swimmer and artist, we created emotionally engaging content that was markedly different to the more factual and functional approach commonplace within the sector. Our media strategy integrated TV sponsorship and advertising, pre-roll video and overlays, online display, social, affiliates and PPC. We also developed a new website to amplify the brand story, encourage sign ups, and deliver commercial success.

CREATIVE ASSETS DEVELOPED:
Brand films
Customer film and audio
Pre-roll overlays
Online display including HTML5 and expandables
Press advertising
Website design, content and development
Landing pages

FIND OUT HOW BRASS CAN HELP YOU WITH YOUR MULTI CHANNEL MARKETING NEEDS.
Call: 0113 230 4000