Charles Schwab Promo, Case study TALK TO CHUCK by UM

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Industry Banking & Financial Services, Stock Brokers
Media Promo & PR, Case study
Market United States
Agency UM
Released November 2010

Credits & Description

Category: Financial Products & Services
Product/Service: FINANCIAL
Date of First Appearance: Nov 1 2010
Entrant Company: UM, New York, USA
Senior Vice President/Experience Architect: Teddy Lynn
Senior Vice President/Client Business PA: Ashley Cole
Associate Media Director: Yvonne Sung
Senior Vice President/Client Business Partner: Sarah Potemkin
Senior Vice President/Director of Global Digital Strategy: Brendan Moorcroft
Group Media Director: Rob Chen
Media Director: Alison Fowler (Schwab)
Vice President of Media: Mike Naughton (Schwab)
Digital Director: Patrick O’Neil (Schwab)
Media placement: TV sponsorship - CNBC - November 1, 2010

Insights, Strategy & the Idea
In this challenging market, CHARLES SCHWAB enjoys the advantage of being the discount broker that people trust more than their competitors, but switching brokers is still an intimidating process. We identified SCHWAB’s opportunity as the Active Investor audience segment, highly confident and savvy investors. They seek the firm who has superior tools and service at the right value. We needed to find a way to meaningfully engage our audience with actionable content on CNBC and Yahoo! Finance. We brought these two partners together to create custom content especially designed for this audience.

Creative Execution
We worked directly with CNBC producers to build a totally new program. Our “Talk to Chuck” campaign extension became Talking Numbers, hosted by Maria Bartiromo, which ran in the coveted closing bell timeslot. Bartiromo interviews experts who analyze the one number of the day that will be of greatest interest to the Active Investor. We then worked to extend the CNBC video reach through a Talking Numbers Hub on Yahoo! Finance. CNBC’s trusted video draws in viewers and defines the day’s subject, but Active Investors want more depth – so Yahoo! gives them exactly that with extensive content about that day’s number. The text and video content from CNBC to Yahoo! Finance provides a new, meaningful, and organic way for SCHWAB to reach this audience. And to make sure SCHWAB capitalizes on this new dialogue, custom video and rich-banner SCHWAB creative follows the content wherever it appears across Yahoo!’s properties.

Results and Effectiveness
CNBC asked a panel of viewers unbiased questions about Talking Numbers. 71% of respondents wanted a full 30-minute show dedicated to the Talking Numbers content, 81% of the viewer panel responded positively to the Talking Numbers content, and 54% agreed that the information was highly relevant. The Talking Numbers content hub sees 3x more interest vs. industry standard. Although the Talking Numbers ad inventory is 1.5x in cost vs. our other standard placements, SCHWAB ads in this content environment are 91% more cost efficient vs. standard due to the high level of engagement on the website.