Under new CMO, E-Trade unveils campaign that doesn’t shy away from the downturn
E-Trade is hoping to educate consumers about the importance of investing and trading—particularly during the economic downturn. The financial services brand is unveiling a new campaign on Thursday that is designed to communicate its offerings to both seasoned and novice investors.
“There’s so much financial jargon out there, and it’s a very volatile market from COVID-19,” says Andrea Zaretsky, who joined E-Trade as chief marketing officer late last year after stints at Sephora, Toys“R”Us and American Express. “Our goal is to shine a light on those services, the many ways that E-Trade can support customers right now as they look to navigate their finances.”
In one 30-second spot, an auctioneer appears to accept bids for a bowl of French onion dip. “If this is your definition of buying the dips, maybe trading’s not for you,” the text reads, referring to buying an asset that has dropped in price. The spot ends with the brand’s tagline “Don’t get mad, get E-Trade and get more than just trading.” E-Trade worked with creative agency MullenLowe NY, and Assembly on media duties.
Originally, the spot was part of a campaign set to debut during March Madness, but E-Trade had to adjust its plans, and messaging, as the coronavirus took its deadly toll. “Buying the dips” will now begin airing during the NFL virtual draft on Thursday evening.
After March Madness was canceled, E-Trade reevaluated its options and took the time to test its messaging with thousands of consumers, Zaretsky says. Unlike some other ads that are currently airing that take a more serious tone, E-Trade opted to stay true to the humorous roots of its “Don’t Get Mad” campaign because it tested well with customers.
“E-Trade provided some appropriate levity in this time period,” says Zaretsky, noting that the spot is authentic in tone but that some language was tweaked slightly, given the pandemic. The spot’s ending also now redirects customers to a set of resources E-Trade has created for customers who need guidance during COVID-19.
Along with the new push, E-Trade is also running a social campaign designed to provide financial tips to consumers in 20 seconds—the time it takes to wash one’s hands.
Earlier this year, Morgan Stanley announced plans to acquire E-Trade in a $13 billion deal.