E*Trade was hungry for new ideas to increase the performance of their online advertising. Rather than testing nuanced variations of messages and designs, these new “units” take on a more app-like approach to provide real utility. Conceived to be highly contextual and portable, each are targeted to instill behavior that builds confidence and reliance with E*Trade. A conventional page takeover unit is used to serve up a tool bar to give people convenient access to stock quotes, respective newswire updates, and relevant social network chatter feeds. In other instances the toolbar becomes a menu for branded education materials, financial tools, and other research services from E*Trade. As a widget or in mobile, these become portable and persistent units/apps, giving people a taste of E*Trade while providing real value.
/ Mobile Advertising / Display Advertising
CATEGORY
Advertising, Art / Design Direction, Branding, Creative Direction, Experience Design, Integrated Marketing, Mobile, Strategy
ROYAL BANK OF SCOTLAND
Apps / Systems, Art / Design Direction, Branding, Creative Direction, Experience Design, Mobile, Strategy
STATE FARM
NBA All-Star
Apps / Systems, Art / Design Direction, Content Development, Creative Direction, Customer Relationship Management, Experience Design, Integrated Marketing, Mobile, Strategy
RBS
Private Banking
Apps / Systems, Art / Design Direction, Branding, Content Development, Creative Direction, Experience Design, Mobile, Strategy
