TD Ameritrade Singapore, a securities brokerage and online trading platform, has rolled out a new integrated campaign based around the tagline, “When you’re ready to go big, you’re ready to go TD Ameritrade”.
This is the first piece of locally generated creative for the brand, developed by agency-of-record Havas Singapore. The key objective was to position TD Ameritrade as the default platform for elite local traders who want to trade on the U.S. markets.
TD Ameritrade provides access to cutting-edge trading technology, low commission rates, online education, and outstanding customer service. A landmark brand in the U.S., TD Ameritrade is a relatively new entrant to the region, and this campaign is the brand’s first major foray into Asia.
The launch TVC tells the story of Stephen, an ordinary guy from middle management, who has chosen to ‘go big’ by trading with TD Ameritrade.
“Singapore is well known as a ‘giant killer’: small in size, but packing a serious punch. People here are rightfully proud of their national achievements and global stature. At the same time, they are highly competitive, and always looking for a way to get ahead. TD Ameritrade offers everyday folks the chance to step into the big leagues, with trading tools and support which can put them on par with the pros,” added Andrew Hook, Group Executive Creative Director, Havas Singapore.
The film was shot by director Damien Shatford from The Sweet Shop. Post was handled by The Spice Shop (Bangkok), with music composition and sound design by Song Zu (Singapore).
Mr Shatford said, “The beauty of this spot lies in the contrast between the prosaic world of the main character getting on with the daily grind, and the excitement that he feels inside. He’s got a secret, and this gives him the confidence to express his inner cool.”
Led by TV, the campaign is supported by print, outdoor and online.