Project: Staring Contest
E*TRADE’s customers are unlike other investors: they are more self-directed, savvier, passionate…and irreverent. They see opportunity in the small details, and they know how to seize those opportunities when they see them.
So when R/GA set out to execute our 2016 campaign, we knew we needed to hit the right notes in the right media. 30-second spots needed to be epic. The 15-second product spots needed to be snappy, entertaining and memorable. And the pre-roll and mid-roll needed to be disarmingly contextual.
The resulting creative each serves its role and context while maintaining its connection to the campaign idea of “seizing opportunity.” Views, buzz, and performance results have all been off the charts, leading our competitors in every metric.