E*TRADE Securities will introduce a new series of “Talking Baby” ads featuring a new tot. The two premier ads debut during two NFL playoff games on 1/16 — the first during the NFC divisional playoffs on FOX at 4:30pm ET, and the second during the AFC divisional playoff game on CBS at 8:00pm ET. A third “Talking Baby” ad will debut on CBS during Super Bowl XLIV on 2/7 at 6:28pm ET. The full series of five new Baby spots will be a central component of a multi-faceted marketing effort that will span traditional and social media throughout 2010.
E*TRADE also will premiere its animated “Product/Laptop” solution series campaign to complement the Baby series. The first of this sequence of several ads will debut on FOX during the NFC divisional playoff game. The combined campaigns are designed to appeal to a widespread audience while targeting new business growth for the core retail franchise. Grey New York created the campaign execution, which will run throughout the year on television, in print and online.
To maximize the Super Bowl investment and appeal to a wide audience before and after the Game, E*TRADE continues to leverage strategic social media channels, bringing the E*TRADE Baby’s personality to life on the Web:
• Facebook: more than 18,000 fans of the E*TRADE brand and more than 12,000 Fans of the E*TRADE Baby
• Twitter: more than 3,000 Baby followers
• YouTube : more than 19 million total views of the Baby’s work and over 10,000 subscribers — the 7th most viewed sponsor channel on YouTube