THE INVESTED LIFE by OGILVYENTERTAINMENT for TD Ameritrade

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THE INVESTED LIFE

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Industry Stock Brokers
Media Promo & PR, Case study
Market United States
Agency OGILVYENTERTAINMENT
Executive Creative Director Bill Heater
Creative Director Jill Mcclabb, Brent Brooks
Producer Jessica Beavers, Stephanie Wendelin
Released September 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: TD AMERITRADE
Product/Service: BROKERAGE FIRM
Agency: OGILVYENTERTAINMENT
Date of First Appearance: Sep 1 2010
Entrant Company: OGILVYENTERTAINMENT, New York, USA
Entry URL: http://theinvestedlife.msn.com/
President/Executive Producer: Doug Scott (OgilvyEntertainment)
Executive Producer: Joe Dessi (Ogilvy & Mather)
Executive Creative Director: Bill Heater (Ogilvy & Mather)
Account Executive: Andrew Fair (OgilvyEntertainment)
Account Executive: Thomas Randon (Ogilvy & Mather)
Account Executive: Roxanne Barretto (Ogilvy & Mather)
Creative Director: Jill McClabb (Ogilvy & Mather)
Creative Director: Brent Brooks (Ogilvy & Mather)
Producer: Jessica Beavers (OgilvyEntertainment)
Producer: Stephanie Wendelin (OgilvyEntertainment)
Associate Producer: Emily Carr (OgilvyEntertainment)
Associate Producer: Matt Doherty (OgilvyEntertainment)
Media Director: Allegra Kadet (Ogilvy & Mather)
Founding Partner/CEO: Jordan Levin (Generate)
Director of Brand Strategy: Russ Axlerod (Microsoft)
Media placement: See Site URL - See Site URL - 31 September 2011

Insights, Strategy & the Idea
Challenge: In a dynamic, post flash-crash marketplace where consumers were still reeling from significant financial losses – and distrusting financial institutions – TD AMERITRADE wanted to explore innovative ways to provide guidance and empower investors to take control of their finance.

Objective: Bring something innovative and large-scale to market to emotionally and rationally connect with investors in a way that is compelling and true to TD AMERITRADE’s core brand values of transparency, value and objectivity.

Key Insight: With distrust of financial institutions at an all time high, consumers were turning to other sources of information, including peers in large numbers, to help them make financial decisions. As a result, there was a sense of paralysis among consumers, and a catalyst was needed help them move forward.

Creative Execution
Solution: Design a scaled, digital experience with high levels of content engagement and 100% brand share of voice, where individual investors could gain valuable insights by following stories of people just like them.

The Invested Life is a first-of-its-kind online series where real people are paired with independent financial coaches to take control of their future. It’s an interactive experience from MSN, Generate, and our company, and is sponsored by TD AMERITRADE.

Hosted by MSNMoney, TIL features over 1,000 pieces of content including videos, tools, and educational resources, encouraging viewers to engage with the cast, learn from their experiences and take action. Each “season” follows new investors as they educate themselves on topics ranging from college and retirement planning to smarter investing.

Results and Effectiveness
Results: In addition to a digital media plan focused on driving broad exposure, TIL is supported via editorial promotion, PR (including a NY Times exclusive), and social media. Since October, there have been more than 2.8 million visits to the site and over 890,000 video plays, with a completion rate that is 54% higher than the financial industry average! Users show a high level of engagement and tend to spend 34% of their time consuming video content on the site.