TD Bank Invites Canadians to Grab a Brand During the Super Bowl

With the big game right around the corner, TD is encouraging Canadians to get in on the action early with their brand-new, Super Bowl-inspired creative. The new creative, in market from January 31st – February 15th, leans into the big brands that will be advertising during the Super Bowl, encouraging consumers to own a piece of these brands through partial share investing. DIY investors can buy and trade partial shares on the TD Easy Trade app, getting a piece of these key advertisers, before the big kick-off – with market research showing that companies that advertise during the Super Bowl broadcast tend to outperform the S&P 500 by 1%, getting in early is key.

With DIY investing on the rise (30% of DIY accounts were opened in the last two years and 57% of investors 18 – 24 have a DIY account), the Super Bowl is a natural moment for TD to reach a key target audience. By pushing the big game inspired ads where DIY investors are (microsite, online, social and out-of-home in key areas, including Scotiabank Arena and Union Station) TD is ensuring multiple customer engagement points.

Leo, the agency behind the campaign, saw a real opportunity to get in on the pre-Super Bowl hype. After all, it's the one time of year when people are actually paying attention to brands and their ads in a big way. 

“There’s more eyes on brands during these couple of weeks than any other time of year. People actually go out of their way to watch commercials,” said Tahir Ahmad, chief strategy officer at Leo, the agency behind this campaign. “So we wanted to use this cultural moment to show people that instead of just watching the ads, they can invest in the brands behind them. It’s a whole new way to invest in the Super Bowl.”

To do that, Leo and TD created a campaign leading up to Sunday that simply shines a light on the major Super Bowl in-game advertisers (and the stock symbols of the companies behind them). All to say, "Hey, you can grab a piece of this with TD Easy Trade." Through online video, OOH, social, and in-branch assets, people are driven to InvestInTheBigGame.ca where they can sign up for an account and buy partial shares in the Big Game advertisers. By doing so, they’re not just investing in companies, they’re investing in themselves.