TD Ameritrade clients express a "passion point" for baseball according to the company's media AOR Spark Foundry which formed the basis of its new MLB season-long advertising campaign.
After Spark's data identified this area of interest, the Publicis-owned agency helped shape the campaign and strategy. Havas served as the creative agency and Neo@Ogilvy is responsible for TD Ameritrade’s digital media duties.
The campaign kicked off on MLB Opening Day via TD Ameritrade’s presenting sponsorship of the league’s “Opening week” activities, and included custom content across traditional TV, digital, and social channels.
To help better connect with baseball fans, the campaign also layers in baseball-themed creative messages that borrow elements from TD Ameritrade’s existing “Green Room” national campaign featuring spokesman Jim Conroy. In one segment Conroy is shown interacting with New York Yankees’ manager, Aaron Boone about managing his finances.
Spots in the campaign will run via Fox Sports' Home Team Sports in regional U.S. sports networks (RSN) with an MLB team.