Scottrade, the online investing firm that has attracted do-it-yourself investors through its trademark $7 online stock trades and commercials featuring its founder/CEO flying a purple helicopter, has detailed an updated branding approach and new campaign that launched 1/7.
The integrated campaign includes an updated logo, a new tagline that encourages people to “Get Invested” by taking control and new print and national television broadcast creative designed to appeal to the empowered, independent investor. The campaign will also be showcased through online advertising and social media.
Scottrade’s campaign will continue to emphasize the value provided by its $7 online stock trades. It also reinforces the firm’s other advantages, including extensive educational materials, robust tools and resources, first-class customer service and face-to-face customer interaction through its nearly 450 branch offices.
In addition to sports, Scottrade has extended its focus into lifestyle, entertainment and leisure media placements in both television and print media. The new TV creative is called “Don’t Go,” and the firm has produced eight new commercials. The ads feature a new character named Chad A. Ridgeway who will be recurring in Scottrade’s television campaign and whose actions and attitudes serve as a humorous example of what Scottrade is not. “Chad” represents the antithesis of a Scottrade associate. The character is never where he’s supposed to be or working on what he should be working on; instead he’s on a yacht, playing squash, eating at a fancy restaurant or riding in a limousine – not paying attention to his customers.
As with the company’s previous television creative, CEO Rodger Riney appears in the ads to reinforce the company’s commitment to providing outstanding value, trading resources and customer service.
The spots were created by Gearon Hoffman, Boston, which has created and produced a number of television campaigns for Scottrade.
The “Don’t Go” commercials premiered during the Bowl Championship Series game on ABC. They will also appear prominently during the upcoming NFL playoffs as well as on USA, Travel, A&E, ESPN and Discovery, among others.
