Cannes Lions

TD AMERITRADE

GOODBY SILVERSTEIN & PARTNERS, San Francisco / TD AMERITRADE / 2013

Case Film
Case Film
Case Film

Overview

Entries

Credits

Overview

Description

For the 2012 Olympics, TD Ameritrade endorsed 5 athletes on their journey to London. Our task was to tell a larger story about the brand, a story about guidance, support and “help along the way.”

Rather than simply showing the help, we invited the entire country to support the athletes by using their personal Twitter handles in all our ads. Across broadcast television, banners and YouTube, TD Ameritrade offered up genuine support for our athletes—all from real fans, in real time.

Execution

We kicked off TD Ameritrade’s Olympics campaign with a highly visible event in Times Square. To celebrate the “100 days out” mark, we created an interactive billboard prompting viewers to “Tweet for the Team,” showcasing messages of support for our athletes in real time up on the big screen.

TV ads drove to You Tube and Twitter to invite interaction between viewers and the athletes themselves. We re-skinned the TD Ameritrade YouTube page and filled it with bonus videos. We also integrated a Twitter module so people could send support in real time simply by clicking their favorite athlete.

A series of posters, each featuring a quote from each athlete thanking those who helped them along the way, was displayed in retail braches across the country.

Outcome

•Jonathan Horton spot scored 27% above the financial category norm and ranked #4 out of 60 Olympics commercials tested nationwide by Ace Metrix

•Brand perceptions of TD Ameritrade as a leader more than doubled

•Online ads saw an 83% increase over TD Ameritrade’s average click-through rate

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