Chinese consumers aspire to be the confident TD investors we show in this Chinese Confidence campaign, but they also need to be given strong, clear reasons for switching.

Our audience insights allowed us to leverage strengths that are uniquely relevant to them: the reassurance of 24/7 support in Chinese from licensed specialists; the poise that comes from trading in more familiar terrain like HK stocks, with Global Trading; industry-leading research that enables informed, surefooted investing. Specially created online advertising ran at hours when Western markets are closed but when Hong Kong markets are open, to underscore the benefits of round-the-clock in-language investment support.

A sister campaign targeted more active investors with similarly relevant advantages and through clever media buys like an island ad on the stock market page and a home page takeover on singtao.ca.