Schwab: More Main Street Than Wall Street
More main street than Wall Street, and proud of it. At Schwab we gave people the confidence to overcome the apathy built-in to investing. With ‘Own Your Tomorrow’ as our True North, we provided the tools, content, stories and support to get people engaged and to ask the hard questions about how their money is being managed. With every brief, experience and deliverable, our goal was to turn Investors into Owners.
Start With ‘The Why?’
What does ‘Owning It?’ mean to you. We asked a dozen creators to bring their unique interpretation of 'Own Your Tomorrow' to life - in multiple mediums via a dynamic Community Artist Series Activation.
Owners are people who control their destiny by asking the tough questions. They make a plan and see it through. We created experiences like this to encourage investors to become owners and be engaged in all aspects of their lives and to shape their financial future. The digital program was the number one source of leads into Schwab branches.
Schwab Films tells in the most candid and authentic way, the powerful and very personal stories of the ‘Driven’ mindset – the Psychographic segmentation we used to ‘identify our ideal customer. In these stories, we found an efficient way to build brand while achieving our purpose of acquiring new customers who identified with the essential - and emotional ideas behind ‘Ownership’.