The actions of large companies can be expensive. But investing in the market can be affordable thanks to fractional shares, since they allow to sell or buy a percentage or part of an action investing a specific amount of money. An option that the Canadian Bank TD He began offering consumers last year and now promotes with an ingenious action of outdoor advertising.
Communication transfers to the format the concept that articulates the financial product
Designed by Ogilvy Canadacommunication transfers to the format the concept that articulates the financial product. In this sense, creativity and support are adapted, under the concept “Own on Piece of It” (It has a part of this), to accommodate the brands to which users could have access to acquire one of the partial actions.
To do this, the pieces have been strategically located in locations in order to show only part of the logos of the companies in which shares could be bought. Thus, the graphs are totally opaque, in the corporate green of TD Bank, with the exception of a square that exercises as a kind of window to show a Fragment of recognizable visual identities of signatures like Apple, Google, Starbucks, Coca-Cola or McDonald’s.
The photographs have been taken by Shoot Studio.
In this way, the brand stages the concept of the product that promotes, at the same time that it finds a creative solution to a legal problem, since the regulations do not allow brands to use the image of others in their commercial communications.
“How do you show a fraction of the main actions that people could have, if you can legally show other logos in the announcement? Easy. You find a lagoon the size of a window in the laws of registered trademarks”, Commented Francesco Grandi, Chief Creative Offer in Ogilvy Canada, through LinkedIn.
“A fun and innovative way to give life to partial actions with external advertising. Thanks to Ogilvy Canada for your creative brilliance in this work”, Commented Maryjane Ardron, Marketing Manager of TD Direct Investing, also through the Professional Social Network.
The external advertising action expands the campaign that TD Bank launched a year ago to publicize its offer of fractional actions. Under the concept “Own it” (Posing it), the bank showed with humor the advantages of the new financial product and how it is a way to bring all kinds of consumers to the world of investment.
It is also an idea of Ogilvy Canada.
