Charles Schwab Launches New Integrated Ad Campaign
Created by Euro RSCG Worldwide-New York, the campaign plays out in a series of bold, typographically-driven print, TV and online advertisements featuring statements or questions that reflect many of the concerns and questions investors say they face today - including mutual fund selection, commission prices, portfolio performance and other investment topics - and the unique solutions available at Schwab.
Following are a few sample headlines from the campaign:
-- Think you've got a dog in your portfolio? We'll not only help you find
it, we'll help you fix it.
-- There are 17,000 mutual funds out there. How about seven that are right
for me? *
-- I'm a hundred thousandollaraire. Why am I paying commissions like a
multimillionaire?
-- "My house is worth a million" is not a retirement plan.
-- Waiting for the market to come back? The market's not waiting for you.
Schwab is rolling out the "Talk to Chuck" campaign nationwide after deploying the theme in advertising targeted at active traders and a successful six-month test in Houston, Denver and Chicago. All three markets saw a lift in new accounts and net new assets, as well as significant increases in unaided consumer awareness of Schwab in general and as a unique alternative to other financial services firms. The "Talk to Chuck" campaign is the first major work developed for Schwab by Euro RSCG.
The media strategy, developed by Schwab's media agency PHD USA, utilizes a broad spectrum of channels. The initial television buy includes prime-time season premieres and specials, NFL and college football broadcasts, Major League Baseball post-season games, and a deep list of cable networks. Print advertising will achieve local and national readership through a wide range of daily, weekly and monthly publications that include personal finance, business, news and lifestyle titles. The online component will include major Web portals like Yahoo!, AOL, MSN and CNN.com, and then expand into additional sites and rich, interactive media in future weeks. Out-of-home components for the campaign include a mix of billboards, taxi tops, coffee sleeves, bus shelters, kiosks, and commuter rail and airport signage in New York City, Washington, D.C., Los Angeles and San Francisco.
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