All Night Long Trading|短视频|广告营销案例【ADGuider广告指南】

整夜交易

案例简介：概要自 1903 以来，股票市场上午9点开盘，下午4点收盘。115 年来，交易员的利润因收盘钟声而减少。70% 的 TD Ameritrade 客户正在研究收盘后即将到来的交易，但他们被迫等到黎明时分才采取行动。在一个什么都不眠的世界里，市场关闭的想法似乎过时了，已经成熟了。长期以来，TD Ameritrade 一直在挑战惯例，为客户带来创新的交易解决方案，成为第一家提供隔夜交易的美国零售经纪公司。TD Ameritrade 客户现在可以每天 24 小时交易，每天交易市场。为了传播这个消息并推动新账户的开放，我们要求我们的团队发起一场宣传运动，与所有经验水平的交易者谈论与 TD Ameritrade 24/5 交易的好处。战略 TD Ameritrade 的客户范围从新手到经验丰富的投资者。尽管他们的交易经历各不相同，但他们都是为了赢而战。他们积极参与市场，总是寻找及时的见解来帮助他们了解交易，以获得优势。然而，他们在生活中也有相互竞争的优先事项 -- 职业、家庭等。对他们来说，只有能够在市场时间交易不仅是一个不便，但阻止他们抓住实时市场机会。我们的策略将 TD Ameritrade 定位为提供 “明天的科技今天” -- 唯一一家破坏惯例的经纪公司，授权投资者每周 5 天、每天 24 小时交易。这将重点放在 TD Ameritrade 对创新的持续承诺上，为消费者带来有意义的改变，让 TD Ameritrade 在人类层面上保持联系和快乐。相关性莱昂内尔 · 里奇的歌曲《通宵》于 1983年在全球大受欢迎。35 年后，这首歌同样受到人们的喜爱。事实上，每个人，不管他们这一代人，在歌曲播放时都会有所收获。这首歌有史以来第一次与金融行业联系在一起 -- 宣传 TD Ameritrade 的 24 小时全天交易。当莱昂内尔开玩笑地拒绝在竞选作品中引用他著名的热门歌曲时，观众会因为这首歌永恒的名声而理解执行背后的幽默 -- 这首歌变得更加相关。结果迄今为止: TDA 的活动已经产生了 271 的印象和近 4 毫米的参与。在活动启动的第一季度，平均每月网站访问量增长 46%，平均每月新账户增长 48%，平均每月新增资产净值增长 25%。Lionel Richie 的 dulcet 音调不仅让听众开心，还为 TD Ameritrade 带来了真正的结果。24/5 的编辑媒体非常积极，因为我们的位置和对莱昂内尔 · 里奇标志性歌曲的巧妙使用被包括《时代》、《公告牌》和《 Just Jared 》在内的出版物接受, 网 72.3 毫米印象中获得媒体。时间包括 TD Ameritrade 在他们的 “最佳” 超级碗综述中的广告，让莱昂内尔 · 里奇的出场获得了当晚的 “最佳客串” 奖。几名记者和影响者有机地分享了这场运动，包括莱昂内尔的女儿索菲亚 · 里奇，视频浏览量超过 500。执行莱昂内尔 · 里奇出现在 TD Ameritrade 活动中，以促进新的 24 小时交易，这首次允许交易者 “通宵交易”。在超级碗 LII 期间播出的一则广告中，莱昂内尔谈到了你现在如何 “通宵交易”。 ”但讽刺的是,他拒绝引用他著名的热门歌曲 -- 即使在不断被催促说 “通宵” 之后。有人试图让他用诱饵说 “通宵”，比如 “你的意思是你可以交易所有东西”.”里奇坚定地说使用变通方法，如: “整个晚上” 、 “整个夜晚” 、 “从日落到日出” 和 “从黑暗到光明”。几周后，莱昂内尔出现在另一则广告中，似乎是在半夜弹钢琴。但我们透露，他实际上是在一台放在钢琴琴键上的笔记本电脑上交易。活动描述 TD Ameritrade 的 24 小时交易平台允许交易者在市场关闭后交易 -- 整夜。只有一位艺术家有资格帮助发布新闻并改变金融市场。世界上最合格的夜间权威 -- 莱昂内尔 · 里奇，“通宵” 先生本人。莱昂内尔在最大的观众面前发布了这个消息，超级碗。游戏的第一个广告是莱昂内尔拒绝引用他著名的热门歌曲《通宵》，这为 24 小时交易带来了难以置信的轰动。几周后，莱昂内尔似乎在弹一架大钢琴，但观众却发现他在钥匙上的一台电脑上交易。

整夜交易

案例简介：Synopsis Since 1903, the stock market has opened at 9AM and closed at 4PM. For 115 years, traders have had their profits cut short by the closing bell. 70% of TD Ameritrade clients are researching upcoming trades after the closing bell, but they’re forced to wait until dawn breaks to make a move. In a world where nothing sleeps, the idea that the market closes seems antiquated and ripe for disruption. With a long history of challenging conventions to bring its clients innovative trading solutions, TD Ameritrade breaks the closing bell by becoming the first U.S. retail brokerage firm to offer overnight trading. TD Ameritrade clients can now trade 24 hours a day, every market day. To spread the word and drive new account openings, we tasked our team to create an awareness campaign to speak to traders of all experience levels about the benefits of trading 24/5 with TD Ameritrade. Strategy TD Ameritrade clients range from novice to seasoned investors. Despite their varying trading experiences, they all play to win. They are actively engaged in the market, always looking for timely insights to help inform their trades in order to gain an edge. However, they also have competing priorities in life - careers, families, etc. For them, only being able to trade during market hours is not just an inconvenience, but prevents them from seizing real time market opportunities. Our strategy positioned TD Ameritrade as offering 'tomorrow’s tech today' - the only brokerage to disrupt convention, empowering investors to trade 24 hours a day, 5 days a week. This puts the focus on TD Ameritrade’s ongoing commitment to innovation, bringing meaningful change for consumers, allowing TD Ameritrade to connect and delight on a human level. Relevancy Lionel Richie’s song “All Night Long” became a massive hit in 1983 across the globe. 35 years later, the song is loved just as much. Virtually everyone, regardless of their generation, perks up when the song is played. For the first time ever, the song is being connected to the financial industry - to promote TD Ameritrade’s 24 hour, all night long trading. When Lionel playfully refuses to quote his famous hit song within the campaign work, and viewers understand the humor behind the execution because of the song’s timeless fame - the song becomes even more relevant. Outcome To date: TDA’s campaign has generated 271MM impressions and nearly 4MM engagements. During the quarter of campaign launch, average monthly site visitation went up 46%, average monthly new accounts went up 48%, and average monthly net new assets went up 25%. Lionel Richie’s dulcet tones did more than amuse listeners - they also drove real results for TD Ameritrade. Editorial media of 24/5 was incredibly positive, as our spot and the smart use of Lionel Richie’s iconic song was picked up by publications including Time, Billboard and Just Jared, netting 72.3MM impressions in earned media. Time included TD Ameritrade’s commercial in their “best of” Super Bowl roundup, giving Lionel Richie’s appearance the award of “Best Cameo” of the night. Several reporters and influencers organically shared the campaign, including Lionel’s daughter Sofia Richie to the tune of over 500K video views. Execution Lionel Richie appeared in the TD Ameritrade campaign to promote new 24 hour trading, which for the first time allows traders to trade “all night long.” In one ad that aired during Super Bowl LII, Lionel talks about how you can now trade “All Night Long.” But ironically, he refuses to quote his famous hit song - even after being continuously prodded to say “All Night Long.” Attempts are made to try to get him to say “All Night Long” with bait like “You mean you can trade all...” And Richie firmly uses workarounds such as: “All evening long,” “All night through its entirety,” “From sunset to sunrise” and “From darkness to light.” Weeks later, Lionel was featured in another ad, appearing to be playing the piano in the middle of the night. But we reveal that he’s actually trading on a laptop, placed on top of the piano keys. CampaignDescription TD Ameritrade’s 24 hour trading platform allows traders to trade after the market closes - all night long. Only one artist was qualified to help launch the news and transform the financial markets. The world’s most qualified nocturnal authority - Lionel Richie, Mr. “All Night Long” himself. Lionel launched the news in front of the biggest audience of all, The Super Bowl. The first ad of the game featured Lionel refusing to quote his famous hit song “All Night Long,” generating incredible buzz for 24 hour trading. Weeks later, Lionel appeared to be playing a Grand Piano, but instead viewers found him to be trading on a computer placed on top of the keys.