Scotiabank’s new online investment practice iTrade launches today. The integrated mass and digital campaign ‘i Trade for me,’ helmed by Toronto agency Capital C with media handled by Toronto’s Denneboom and PR by Narrative, is designed to maximize reach among active Canadian online traders. It includes TV, web interstitals and online banners, posters and branch collateral, as well as bold print placements such as candlesticks and wraps, like the first Report on Business section wrap-around ad in today’s Globe and Mail.
With the brand creative and communications campaign defined and developed by Capital C, in collaboration with Scotiabank and the iTrade team, a red ball icon – representing the empowerment of investing with iTrade – also serves as the main tie-in across the media: subjects in the ads control the ball the same way they control their investments. ‘They may have been using a broker for years,’ says group account director for iTrade at Capital C, Jordan Schooley, ‘and now realize they have the knowledge and insight to start direct investing. They may be just starting to invest, and having grown up in an online world, this just seems the natural way to do it.’
The print campaign uses a number of different formats never before offered by RoB, in order to maximize impact and enhance recall, Schooley tells MiC, adding that the agency is continuing the relationship with RoB during the launch period. ‘Close integration cross-media was extremely important because of the limited budget, so it was necessary to ensure absolute maximum value for every media dollar spent,’ he explains.
As iTrade is consolidated with Scotia’s other two trading platforms (Trade Freedom and Scotia McLeod Direct Investing), the campaign will move to targeting investors on the cusp of investing directly. ‘What’s more important is their attitude towards online investing,’ says Schooley. ‘We’re targeting active traders to demonstrate that they’re not losing anything, and in fact they’re gaining.’
