TD Canada Trust: Becoming an Investor, TD Easy Trade

Ryan Roberts, Tahir Ahmad

TD Canada Trust, a bank, launched a campaign in Canada to get Gen Z and millennials investing with its self-directed investing app by repositioning the app, speaking boldly and showing young investors' understanding.

Campaign details

Brand: TD Canada Trust Brand owner: TD Canada Trust Entrant company: Leo BurnettIdea creation: Leo Burnett Toronto Market: Canada Sector: Investment Media channels: Search marketing, Online video, Social media, Mobile & apps, Online display, Radio & audio Budget: No budget

Executive summary

When it came to attracting Gen Z and millennial investors, TD wasn’t making the list. The bank had launched a new self-directed investing app a year earlier, but the campaign didn’t resonate, and business results were below expectation, despite young...

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