TD Ameritrade goes 'All Night Long' in campaign with cameo by Lionel Richie
TD Ameritrade is letting retail investors trade 24 hours a day, five days a week, and the brand has enlisted Lionel Richie to help tell the story.
Lionel Richie for TD Ameritrade
Havas New York worked with TD Ameritrade on a concept that put forth the 'all night long' trading window, so they thought music legend Richie and his signature song would resonate with the TD Ameritrade target audience of people 35 and older.
In the primary TV spot, traders in the 'Green Room' are disappointed to be “missing out after hours” until a trader mentions that it is now possible to trade 24/5 with TD Ameritrade. Richie helps amplify the news by being in the room, playing the famous notes to 'All Night Long' and ringing their signature 24/5 bell – cuing TD Ameritrade re-opening the market. The integrated campaign also features an online video that reveals Lionel Richie’s secret late night vice.
Another spot found the two TD Ameritrade reps asking Richie about his after hours trading habits, trying to coax out an "All Night Long" quote from him, much to their dismay.
With the product, investors can access equity markets all night long – filling a gap between research and action and enabling the company’s growing Asia-based client segment to trade the US markets during their daytime.
The company's creative is designed to connect with the trader audience where and how they like to engage with the brand. Spots will be seen on NBC, CBS, ABC, Fox News, Fox Business, MSNBC, CNN and CNBC. Online videos will be seen on Yahoo Finance, TheStreet, CNBC and Bloomberg, among others. iHeart Radio and Spotify will air a special audio spot.
