Scottrade :: TV Ad

the problem:

Existing Scottrade commercials focused on their 2008 JD Power award for the highest score in self-directed investor satisfaction. The spots featured an air of style and sophistication, and were designed off the lines of the JD Power trophy.

Beginning October 1, 2009 Scottrade was no longer allowed to mention or use imagery of the JD Power trophy and approached Brighton to create a new spot offering a similar sense of class.

our solution:

Given the current state of the economy, Brighton recognized that investors are taking positive, proactive steps to get more involved in their finances. Brighton’s goal was to get viewers to think of Scottrade in a new light “– they’re no longer just about $7 trades. Scottrade doesn’t make you a successful trader; they make you a successful investor.” Brighton created two TV commercials highlighting the benefits of being a Scottrade investor. Quite simply, the Scottrade logo became the new trophy. Brighton focused on excellence and what being a Scottrade investor really means while offering credibility and letting customers know that Scottrade truly cares.

the result:

The first TV spot began running nationwide in October of 2009, while the second spot was launched in November of the same year. The spots have aired on 13 cable networks including CNBC, MSNBC, CNN and Fox Business. They are still running in 2010, mixed with Scottrade’s new brand awareness campaign that launched in February.