The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

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From the 10th Annual Shorty Awards

E*TRADE Truth Bombs

Entered in Financial Services

About this entry

30+ years after pioneering the online brokerage category, E*TRADE was struggling to break from a third-place position in consideration and in financial jeopardy.

Pinched between full-service advisory-based firms (targeting affluent investors) and emerging low-cost platforms, the brand set its sights on inspiring new-to-the-market to start trading with E*TRADE.

Why does this entry deserve to win?

E*TRADE needed a big idea that toppled investment inertia, dramatically increased new accounts and reestablished the brand as a culturally aware challenger that had investors' backs.

While the financial category is surrounded with insincere messages of happiness and peace of mind, E*TRADE decided to acknowledge real-life financial frustrations head-on, and motivate consumers to turn their dissatisfaction into action.

"Don't Get Mad, Get E*TRADE" put their dissatisfaction with money front and center.

Results

Just 10 weeks after the campaign launched, E*TRADE was already seeing historic growth in new accounts.

-Gross new accounts from July/August led to the highest growth rate since 2007.

-August was E*TRADE's highest-grossing new account month on record—ever.

E*TRADE'S CEO even took notice, crediting us with having played a critical role in their newfound success:

…Following the launch of the campaign, we have experienced a pronounced boost in key metrics relative to advertising awareness among our target market, prospect website visits and, most importantly, new account growth…we are getting our swagger back.

Media

Video for E*TRADE Truth Bombs

Entrant Company / Organization Name

MullenLowe U.S., E*TRADE

Links

Entry Credits