Urging individual investors to “Believe in Yourself,” online brokerage
operator Ameritrade Holding Corp. launched a $200 million national marketing
campaign designed to attract new accounts and build the brand.
The integrated campaign, managed by OgilvyOne-Chicago, continues the “Tales
of Ameritrade” television spots that debuted last February and will appear on
network and cable television, in newspapers and magazines, interactive media,
direct mail and outdoor advertising.
Two television spots debut this weekend on college and professional football
broadcasts. A total of six commercials will be included in the campaign and
will roll out continuously through the fall and winter.
The aim is to
generate a million or so new accounts, which would triple the current client
base for the sixth-largest Internet brokerage.
The campaign differentiates Ameritrade from its competitors by explaining its
simplified online investing for average investors, the company said. The
target audience is more psychographic than demographic cutting across all
ages, races, professions and income levels.
“Using our value proposition as a key point of differentiation, this campaign
uses humor and information to ensure that the new wave of investors interested
in opening an online account turn to Ameritrade,” said J. Peter Ricketts,
senior vice president of marketing and sales at Ameritrade.
Ameritrade Holding operates Ameritrade.com, Accutrade Inc., a discount
brokerage firm delivering personal service and support to its clients;
AmeriVest Inc., a provider of
third-party discount brokerage services and other financial services to
commercial banks, credit unions and thrift institutions; and
Advanced Clearing Inc., a
securities clearing firm.
