TD’s Latest Campaign Encourages DIY Investing Through the Super Bowl

TD Bank has launched an innovative campaign that leverages the excitement of the Super Bowl to promote its investing app, TD Easy Trade. With the rise of DIY investing, the campaign aims to inspire Canadians to take ownership of the brands they love—many of which advertise during the Big Game—through partial share investment. By tapping into the buzz around this iconic event, TD seeks to make investing both fun and accessible, inviting people to engage with the stock market in a new and approachable way.

Making Investing More Accessible

TD’s campaign highlights how TD Easy Trade serves as the ideal platform for both beginner and seasoned investors. By allowing users to buy and trade partial shares, the app empowers customers to invest in major brands that participate in iconic events like the Super Bowl. This feature is particularly valuable to those who may not have the capital to invest in full shares but still want to engage with high-profile companies and their success.

The goal is to demystify investing, making it more accessible and engaging for Canadians who might otherwise find the process overwhelming. “Many customers have shared that investing can feel complicated or overwhelming, and this campaign aims to help them feel comfortable at any stage of their journey,” says Maja Neable, Chief Marketing Officer at TD. Through this campaign, TD is providing the tools and resources to make investing simpler and less intimidating.

A Multi-Platform Marketing Approach

To maximize impact, TD executed a comprehensive media strategy, integrating digital, social, and out-of-home (OOH) advertising. The campaign was designed to capture attention across multiple touchpoints, ensuring that the message reached the right audience at the right time. The multifaceted approach included:

• A microsite: InvestintheBigGame.ca
• Online video (OLV) ads
• Social media campaigns
• OOH placements in high-traffic locations
• A Super Bowl commercial focused on partial share investing

The media buying was handled by Starcom, with Ogilvy leading the creative direction for the Super Bowl ad. The rest of the campaign’s creative execution was managed by Leo Burnett Canada, while MSL took charge of public relations. This collaboration of talented agencies ensured that TD’s message resonated effectively with a wide range of potential customers.

Strategic OOH and Digital Targeting

TD strategically selected OOH placements in key locations, ensuring that messaging connected with customers as part of their daily routines and on the way to Super Bowl celebrations. This strategic approach aimed to capture attention at pivotal moments, such as when individuals were commuting or preparing for the big game. Additionally, the brand employed geo-targeting using digital tools like polygons around stores and brands aligned with TD’s strategic partnerships. This helped TD target relevant customers based on their proximity to specific brands and locations.

Beyond traditional advertising, TD expanded its reach into social and digital platforms, including Twitch, YouTube, and Meta, to connect with audiences engaging in Big Game discussions. “The targeting connects through to the digital space where this audience is savvy and also sharing Big Game highlights,” Neable explains. By leveraging popular platforms and timely content, TD was able to meet customers where they were already engaging, enhancing the likelihood of interaction with the campaign.

Aligning with TD’s Brand Strategy

This campaign aligns seamlessly with TD Easy Trade’s existing brand strategy, which focuses on supporting beginner investors while also catering to the next generation of DIY investors. TD recognizes that the new wave of investors is looking for easy, accessible ways to invest and connect with the brands they already know and love. By integrating these investment opportunities with the excitement of the Super Bowl, TD is effectively meeting consumers where they are—both in terms of entertainment and financial aspirations.

“As DIY investing has broad appeal and interest, our strategy reflects the same,” Neable says. “We aim to capture both new and experienced investors, while also engaging sports and football fans through targeted digital and social media strategies.” The campaign’s dual focus on financial literacy and fan engagement demonstrates TD’s commitment to providing value to its customers across multiple interests and needs.

Empowering Canadians Through Investing

With this campaign, TD is not just promoting its investing app—it’s empowering Canadians to participate in the financial success of the brands they love while making investing more approachable for everyone. By combining the high-energy spectacle of the Super Bowl with an accessible investment platform, TD is showing that everyone has the potential to invest, regardless of their experience level.

Whether it’s a fan of football, a first-time investor, or someone looking to diversify their portfolio, TD’s campaign provides the tools and confidence to start investing today. Through this campaign, TD is redefining the way Canadians approach personal finance, making it both simple and exciting for all.

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