E*TRADE: Bringing back the E*TRADE baby, Super Bowl 56

Financial services brand E*Trade from Morgan Stanley ran a multi-channel, multi-touchpoint campaign around the Super Bowl to grow awareness and brand health.

Campaign details

Brand: E*TRADE from Morgan StanleyAgency: MullenLoweRegion: North America

Strategy

Objective

Business changes coinciding with cooling interest in investing:

E*TRADE's joining forces with Morgan Stanley in October 2020 happened at a truly unprecedented time in the financial category. Coming off the heels of the pandemic, when an estimated 20 million new retail investors entered the market, interest in investing had started to cool by the end of 2021 and the first signs of a bear market began. The pandemic-induced boom had bolstered many of our competitors, meaning there was more noise coming out of...

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