Online broker TD Ameritrade is undertaking an omnichannel advertising campaign centered around the “Green Room,” a safe space of sorts where individuals are encouraged to talk about their finances.

The campaign, developed by Havas New York, supports TD Ameritrade Investment Management Services, the firm’s expanded line-up of easy-to-use advice and guidance solutions, and the “Green Room” looks to be a potent condensation of the ethos TD Ameritrade wishes to communicate through the service. The series’ rollout will also run in conjunction with TD Ameritrade’s sponsorship of the NFL, which was ratified in 2014 and will run in its final year unless an extension is minted.

“The Green Room is a consistent visual device that personifies TD Ameritrade’s long-standing passion to level the playing field for investors of all financial walks of life,” said Denise Karkos, chief marketing officer for TD Ameritrade. “Just like in our branch locations across the country, all are welcome and we’re here to cheer you on in pursuing your financial goals.”

The Green Room
The content will be hosted by TD Ameritrade’s “Green Room Guy” character, who is intent on promoting listening without judgment and having discussions about finances and investing goals in everyday language.

The first spot premiered during this past Saturday’s NFL divisional playoff games, which will be complemented by print, digital and social media offerings. The series of three 30-second campaign spots will include three fictional investors sharing their stories.

In “Schedule,” an on-the-go woman balancing a career, a family and her own interests is advised by the Green Room Guy to look into TD Ameritrade’s Essential Portfolios, a “robo-advisor” offering: an automated, digital-first investing solution where TD Ameritrade Investment Management recommends, provides oversight and rebalances a managed portfolio.

“Fortune” features a couple who has been able to set aside $103,000 invest, despite feeling uncomfortable speaking to someone about their investment goals because other firms thought the amount was negligible. TD Ameritrade saves the day.

And in “No Law,” a woman comes to the Green Room to talk about retirement goals and is surprised to hear that the Green Room Guy wants to talk not only about that—but also not waiting for retirement to live your dreams. The conversation is meant to help her find the investment solutions that are right for her now and later.

TD Ameritrade
TD Ameritrade followed up on the 124 percent uptick in trading on mobile devices by offering users of its Mobile Trader application the ability to connect to a service representative and text for help without leaving the app, an innovation at the time of its conception in mid-2015 (see story).

And the firm recently rolled out a soft launch of a mobile application for long-term investors with managed accounts named TD Ameritrade Portfolios, which supports client accounts utilizing the aforementioned Essential Portfolios feature (see story).

“We’re intent on building lasting relationships with our clients, providing the solutions that best meet their needs, and serving them throughout their investing journey,” Ms. Karkos said.