Title | GHOSTING |
Brand | TD AMERITRADE |
Product / Service | 24/5 |
Category | A02. TV & VOD: Fiction & Non-Fiction |
Entrant | HAVAS SINGAPORE, SINGAPORE |
Idea Creation | HAVAS SINGAPORE, SINGAPORE |
Media Placement | HAVAS MEDIA SINGAPORE, SINGAPORE |
Production | CURIOUS FILM Auckland, NEW ZEALAND |
Production 2 | SONG ZU SINGAPORE Singapore, SINGAPORE |
Production 3 | FREEFLOW PRODUCTIONS Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Andrew Hook | Havas Singapore | Chief Creative Officer |
Kelvin Lim | Havas Singapore | Creative Director |
Y2 Villanueva | Havas Singapore | Copywriter |
Farhan Darma | Havas Singapore | Art Director |
Dan Li Luo | Havas Singapore | Executive Producer |
Kin Leung Lau | Havas Singapore | Production Assistant |
Sue-Ann Chan | Havas Singapore | Group Account Director | Head of Digital |
Ashley Leong | Havas Singapore | Regional Account Director |
Gereld Khoong | Havas Singapore | Strategic Planner |
Oliver Green | Curious Film | Director |
Kate Roydhouse | Curious Film | Executive Producer |
Jacob Bryan | Curious Film | Director of Photography |
Alex O'Shaughessy | Curious Film | Editor |
Pete Richie | Curious Film | Freelance Colorist |
Damian Waddell | Song Zu Singapore | Sound Engineer |
Karen Lee | Song Zu Singapore | Producer |
Lindy Chong | Freeflow Productions | Online Editor |
Ong Wei Ting | Freeflow Productions | Post Producer |
Many of those who trade on the U.S. markets out of Singapore and Hong Kong have developed a pretty bad habit: they have become certified ‘ghosters’. Because of their nocturnal lifestyle and erratic schedule, they have a tendency to swiftly exit (or ‘ghost’) from social engagements on a routine basis – or to not even show up at all. Clearly, this is a disaster for their social and family life. Among the local trading community, this is a well-known and unfortunate byproduct of their passion. 24/5 trading from TD Ameritrade is the solution they’ve been waiting for. Now Asian-based traders can trade select securities on the U.S. markets whenever they like – 24 hours a day, 5 days a week – and still be present for their friends and family every single day.
The film was shot to look like an authentic news feature. It was broadcast as an uninterrupted 5-minute spot on regional Bloomberg TV. Our intrepid reporter is investigating a troubling new phenomenon affecting South-East Asia’s financial capitals. It’s called ‘ghosting’. As he explains in detail, ‘ghosters’ are typically successful, ambitious individuals who have a habit of going missing from social occasions at night. A surprising pattern emerges from his research: because of a dramatic difference in timezones, these individuals have been ghosting on their loved ones in order to trade U.S. securities in real time. Our reporter meets a ghosting expert who, after years of research, has finally found a solution: 24/5 trading, from TD Ameritrade. This innovation allows ghosters to trade select securities on the U.S. markets whenever they like – 24 hours a day, 5 days a week.
At the time of writing, the campaign has been live for less than 2 weeks, so we are still waiting to consolidate results. However, anecdotal feedback on the campaign and the introduction of 24/5 trading has been very positive so far.
Financial services is a notoriously dry category. Not usually a source of ‘entertainment’. For this project, we needed to promote a unique innovation to a very specific audience – elite securities traders. We knew our audience were technically savvy. But they are also normal people, with their own odd habits and quirks – and, we believe, a sense of humour. Rather than hard-selling them on technological wizardry, we opted for a more indirect approach. We decided to present the innovation in an entertaining way – and in a way our audience could relate to on a more human level.
In the world of elite securities trading, this innovation is considered a true breakthrough. For that reason, a typical 30-second commercial wasn’t going to cut it. This was some really big news. So, in that case, why not make it news… literally. Taking a more indirect, tongue-in-cheek approach, we saw an opportunity to ‘embed’ our message inside one of the most trusted sources of financial news and insight: Bloomberg TV. We knew our audience had a deep understanding of the idiosyncrasies of trading on the U.S. markets. That meant we could speak directly to them, in a way they could uniquely relate to. Rather than focusing on the technical details, we wanted to reveal a truth about how trading affects people on a human level – and then demonstrate how our new product could help.