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Charles Schwab
Ask Questions, Be Engaged, Own Your Tomorrow

RAN IN: United States

CLIENT
Charles Schwab

Sue Luong, Managing Director, Brand & Advertising
Laura Cunningham, Sr. Manager Brand & Advertising
Jonathan Craig, EVP, Client and Marketing Solutions

AGENCY
Mekanism *Lead Agency

Jason Harris, CEO/President
Tommy Means, Founder/Executive Creative Director
Michael Zlatoper, COO
Eric Cosper, Creative Director
Ben Heller, Associate Creative Director/Copywriter
Jeremy Daly, Head of Strategy, West
Heath Tavrides, Brand Director


Sister


SUMMARY

For over 40 years, Schwab has been disrupting the industry by making investing more accessible. But using advertising to convince people to switch to Schwab has been challenging since most investors assume switching firms isn’t worth the trouble, because they think all are the same. Schwab launched a campaign provoking investors to ask questions about the management of their money with ads that humorously poke the broken industry. New accounts increased 49% and new assets increased 56%. And their ads scored higher than all competitors at lifting Impression and Consideration.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;INTERACTIVE/ONLINE;Display Ads (Interactive/Online);Podcasts;PRINT;Magazine - Digital;Magazine - Print;Newspaper - Digital;Newspaper - Print;RADIO;RETAIL EXPERIENCE;In-Store Video/Kiosk

Audience: Boomers (45+)

Objectives: Gain new customers

Type: Business to Consumer

Classification: National

Language: English