• by Fern Siegel , September 16, 2024

TD Bank has a new trading feature — fractional shares. It’s the first of Canada’s Big 5 banks to launch such an endeavor. (TD does business in the U.S. and Canada.)

The work targets a mix of Gen Z, millennials, and Gen Xers who may think investing is beyond their means.

In Canada, TD Bank debuted “Own It,” a 60-second campaign that promotes the bank’s new Partial Shares investing product, and  “Visible Billboards.”  “Own It,” illustrates a young investor enjoy the emotional perks of partial ownership – from an airline to baseball team. 

Both ads address the change in relationship between younger consumers and financial institutions.

“The fact you can own a piece of the priciest stocks for less than the price of a latte is a big deal. We wanted to show that at the tap of a button, anyone can be catapulted into the wonderful world of ownership,” Francesco Grandi, Chief Creative Officer, Ogilvy Canada, told Agency Daily. “It’s about blowing the doors off what was once an exclusive club. Now the best and biggest stocks are completely within reach and everyone can feel the pride of being an owner.”

Fractional shares allow investors to buy a portion of a stock or ETF instead of a whole share, lowering the cost of entry and making it more accessible to people.

Because the U.S. and Canada have different cultures and regulatory environments, TD Bank is careful to market spots to specific sensibilities in each country.

“We know investors are looking for an easy and affordable way to trade, and partial shares from TD Direct Investing does just that. It opens doors for all investors.” The ad show that in a humorous and endearing way,” added Maja Neable, Chief Marketing Officer, Canada, TD Bank Group.