TRADESTATION
FRESH LOOK
Role(s): Creative Director, Art Director, Copywriter
Category: Finance
Background: TradeStation, the online brokerage and trading platform, always had a niche following of active day traders. Unfortunately, over the years, growth stagnated. To introduce ourselves to a new audience, we rebooted the brand, updating our interface, simplifying our pricing, and redesigning our identity.
Fresh Look TV :30
While talking to active users, we discovered a trend — many of them came from a military background. Seeing an opportunity, we targeted ex-military in digital and TV.
Discipline TV :30
Digital Components
While the video ran in digital, most of the media spend was on HTML5 display and landing pages. Our campaign brought a 75% increase in annual leads with a 24% reduction in CPL.
Credits
CCO, CW: Tom Christmann, Creative Director, CW, AD: Kevin Karp, Design Director: Claudia Mark, Art Director: Chris Martin, Art Director: Erica Grau, Art Director: Kathryn Renfroe, Designer: Matt Peters, Copywriter: Dan Kalmus, Production: Black Math
Fresh Look Barbershop
Background: As an extension to our Fresh Look campaign, we opened a TradeStation Barbershop in New York City. To celebrate our fresh look, we invited people to get their own fresh look, while taking a fresh look at our new platform. The Fresh Look Barbershop was three days of free haircuts, shaves, blow-outs, hair extensions, and of course, blue hair coloring.
For visitors waiting or just passing by, our wall of blue wigs offered plenty of selfie opportunities. To get people testing out the platform, we ran simulated live trading competitions for prizes.
By staging the event in the Oculus — where 400,000 commuters and shoppers pass through every day — we sidestepped the crowded financial networks and engaged a whole new set of eyes. Following the event, TradeStation enjoyed its highest month ever for funded accounts.
We also supplied visitors with iPads in our waiting lounge to destress with Trader Meditation.
Credits
CCO, CW: Tom Christmann, Creative Director, CW, AD: Kevin Karp, Design Director: Claudia Mark, Art Director: Chris Martin, Art Director: Erica Grau, Designer: Matt Peters, Copywriter: Dan Kalmus