TD’s latest campaign builds on the big brands that were advertised during the Super Bowl to empower consumers to own a piece of them through partial share investment. With DIY investing on the rise, TD says it wants to encourage Canadians to own a stake in the brands they enjoy and engage with.

The campaign’s creative highlights the company’s TD Easy Trade app as the go-to platform for DIY investors, allowing them to buy and trade partial share of the brands that participate in major events like the Big Game.

The creative appears across multiple platforms, including a microsite (InvestintheBigGame.ca), online videos, social media, and OOH advertising. The media plan also included a partial shares ad that aired during the Super Bowl broadcast. Starcom handled media buying, while Ogilvy was behind the creative of the Super Bowl ad with Leo Burnett Canada handling the rest of the creative. PR was handled by MSL.

Maja Neable, chief marketing officer at TD, tells MiC that the brand found strategic OOH locations to connect with customers in their daily routines and additionally while they’re en-route to Super Bowl celebrations. “We also employed geo-targeting with polygons around stores and brands that align with TD’s strategic partnerships,” she says. “The targeting connects through to the digital space where this audience is savvy and also sharing Big Game highlights.”

Neable adds that considering vendors and their targeting capabilities – such as Twitch, YouTube, and Meta – were fundamental additions to the overall media strategy.

According to her, TD wanted to share a Super Bowl moment with their audiences with a new approach. “Many customers have shared that investing can feel complicated or overwhelming and this campaign aims to demystify investing, helping Canadians feel comfortable at any stage of their journey,” she says. “The tone of our campaign is positive and inspiring with the creative complementing a 30-second TD Easy Trade spot, which will be airing during the Super Bowl and easily explains how to get started with the TD Easy Trade app.”

The campaign aligns with TD Easy Trade’s existing brand strategy, which targets beginner investors while also supporting the next generation of investors.

Neable adds, “As DIY investing has a broad appeal and interest, our strategy reflects the same to capture both new and seasoned investors, while also tapping into sport and football lovers through social, targeting where conversations are happening.”