Invest in the Big Game

Starcom

Client: TD Bank

In a saturated investing category, TD Bank’s TD Easy Trade faced declining unaided awareness despite strong consideration. With Super Bowl Sunday offering a rare, high-attention cultural moment, especially among Millennials and Gen Z, we chose not to compete during the game, but during the ads. On one night each year, commercials become the main event. We flipped that behaviour into opportunity: Don’t just watch the big game ads. Own a piece of the companies behind them.

“Invest in the Big Game” reframed brands like Nike, Pepsi, and Apple as investment opportunities, turning emotional fandom into financial participation, without jargon or pressure. We embedded TD Easy Trade across the full Super Bowl ecosystem: TikTok TopView on game day, YouTube Masthead capturing 4.7M incremental impressions, Twitch livestream integrations reaching 300K viewers, Google NFL highlight packages, and digital OOH takeovers across Toronto’s Union Station, Yonge-Dundas Square, and The Well. Results delivered: +500% spike in daily app downloads, -61% YoY cost-per-install, unaided awareness more than doubled, and organic search up 270%. By aligning investing with culture, TD Easy Trade turned attention into action.