• by Tanya Gazdik , January 5, 2010

St. Louis-based Scottrade collaborated with former Anheuser-Busch Chief Creative Officer Bob Lachky, who served as the campaign's creative director. The project is Lachky's first as a consultant.

Scottrade is broadening its media mix beyond the financial and news media to capture a new audience. In addition to sports, the buy includes lifestyle, entertainment and leisure media placements in both TV and print media.

The integrated nationwide marketing campaign includes a new tagline: "Get invested," and a refreshed logo. Included are print, eight TV spots, online ads and social media.

The new creative taps into recent research showing that many self-directed investors manage their own finances because they find it fun, said Chris Moloney, Scottrade's chief marketing officer and executive director of customer intelligence.

Eight new TV spots feature a new character named Chad A. Ridgeway, whose actions and attitudes serve as a humorous example of what Scottrade is not. "Chad" represents the antithesis of a Scottrade associate. The character is never where he's supposed to be, or working on what he should be working on; instead he's on a yacht, playing squash, eating at a fancy restaurant or riding in a limousine -- not paying attention to his customers.

Creative emphasizes the value provided by the company's $7 online stock trades as well as the firm's other advantages, including educational materials and responsive customer service.

The recent economic upset has also led to a trend toward consumers taking control of their finances, including their investments, Moloney said. "Our updated branding and advertising approach helps us tap into this consumer trend as it gains momentum, as well as broaden our placements to reach more potential customers."

As with the company's previous television creative, CEO Rodger Riney appears in the ads, but without the purple helicopter he was previously seen exiting from.

The television spots were created by Gearon Hoffman and directed by Rob Pritts, who has also directed commercials for brands such as Bud Light, Holiday Inn, American Express and Snickers.

TV breaks Jan. 7 during the BCS National Championship game on ABC. Spots will also appear prominently during the upcoming NFL playoffs as well as on USA, Travel, A&E, ESPN and Discovery, among others.

Print launches later in January. Called "Eyes," the ads are an extension of a campaign Scottrade began in 2009 focusing on investors making their own decisions. New print breaking in February is called "Portraits" to convey the emotions people feel when they invest, such as excitement, empowerment, intensity and confidence.

The print buy includes Travel and Leisure, Architectural Digest, Wired, Wine Spectator and BusinessWeek.

The firm's emphasis on online advertising will continue throughout this campaign, Moloney says. More than 15 variations of the television commercials will be available exclusively online as 15- to 20-second video pre-roll ads. Scottrade anticipates more than 50 million video views on Yahoo and MSN.com alone, he says. Scottrade's Facebook, Twitter and YouTube pages will showcase the commercials.