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 年以来，股市开始上午9点收在下午4点。115 年，贸易商对其利润缩减的钟。70% 的 TD Ameritrade 收盘后即将推出的行业客户的研究，但他们不得不等到黎明时分都蠢蠢欲动。在这个世界上没睡，收盘的意思似乎是过时的和成熟的破坏。历史悠久、具有挑战性的公约，使其客户创新贸易解决办法，TD Ameritrade 符钟成为第一家零售经纪公司提供隔夜交易。TD Ameritrade 客户现在可以贸易 24 小时，每一个市场。宣传和驱动新开账户，我们要求我们的团队合作开展了提高认识运动来说，贸易商的经验水平约惠贸易 24/5 的 TD Ameritrade。战略 TD Ameritrade 客户从新手到经验丰富的投资者。尽管不同的交易经验，他们都要赢。他们积极参与市场，总是寻找及时了解，有助于为其交易以获得竞争优势。但是，他们也有生命的事业中相互竞争的优先事项，家庭等。对他们来说，才能够把在市场时不仅仅是方便多了，却不让他们于实时市场机会。我们的战略定位 TD Ameritrade 提供 'tomorrow's 科技今天唯一代理破坏公约赋予投资者交易 24 小时，天俊一星期。这着重阐述了 TD Ameritrade 不断致力于创新，为消费者带来有意义的变化，使 TD Ameritrade 连接和喜悦的人。相关性莱昂内尔 · 里奇的歌曲 “整夜” 张唱片在 1983年的世界。35 多年以后，这首歌是亲人一样。几乎每一个人，不论其代，振作起来，这首歌是在。这是第一次，这首歌是连接到金融行业推广 TD Ameritrade 24 的小时，通宵达旦的交易。莱昂内尔 · 傲娇时拒绝报价著名打歌服内开展工作，和观众理解幽默的后面，因为这首歌的永恒的声誉--这首歌已变得更加重要。结果最新: TDA 运动募集了 271 毫米的印象和近月毫米接触。在本季度的宣传运动，平均每月现场参观了高达 46%，平均每月新增开户数就达 48%，平均每月净资产增加了 25%。莱昂内尔 · 里奇的悦耳的铃声是比取悦听众--他们还开车实效的 TD Ameritrade。编辑媒体的 24/5 是非常积极的，作为我们的现货和智能的 Lionel Richie 的标志性的歌被出版物包括时间、广告牌、只是贾里德, 网 72.3 毫米印象中获得媒体。时间包括 TD Ameritrade 商业中的 “最好的” 超级碗综述，让 Lionel Richie 的外观奖 “最佳客串” 的夜晚。一些记者和有影响力的人亲自分享的活动，包括莱昂内尔 · 里奇女儿索菲亚的款项总数超过 500K 的视频浏览。执行莱昂内尔 · 里奇出演的 TD Ameritrade 融入到新 24 交易时，首次允许贸易商对贸易的 “一整晚。 “在一段期间播出的超级碗的吕，莱昂内尔说你现在可以贸易“ 整夜。 ”但具有讽刺意味的是,他不愿引用他的著名的主打歌--即使被连续打了招呼说 “一整晚。 “努力来找他说“ 整夜 ”诱饵喜欢“ 你的意思是你可以交易所有... ”和任贤齐牢固采用的解决办法，如: “整个晚上长” 、 “整夜全程” 、 “从日落到日出” 和 “从黑暗走向光明。 “几周之后，莱昂内尔被刊登在另一个广告，似乎是半夜里弹钢琴。但我们发现，他的实际交易一台笔记本电脑，放置在顶部的钢琴键。活动描述 TD Ameritrade 24 的时间交易平台允许贸易商贸易闭市后-整夜。只有一个艺术家是适合协助开展新闻和改变了金融市场。世界上最合格的夜行权威-Lionel Richie 先生 “整夜” 了。莱昂内尔推出的消息在前的观众人数最多，在超级碗。第一个广告游戏精选莱昂内尔拒绝报价著名的主打歌 “整夜”，创造令人难以置信的嗡嗡声的 24 小时的交易。几周后，莱昂内尔似乎打一架大钢琴，而是观众发现他是市盈率电脑放置在顶部的按键。

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.