The TD Super Portfolio

Leo Toronto

Medals Won

🥇 Gold – Best Integrated Campaign
🥉 Bronze – Financial Services

Campaign Overview

TD Easy Trade™ transformed Super Bowl advertising into real-time investment opportunities by launching The TD Super Portfolio—a virtual portfolio that let audiences invest in the brands behind the Big Game ads as they watched them.

Instead of competing for attention with a traditional Super Bowl spot, TD hijacked the cultural moment itself. Viewers were invited to turn the most entertaining commercials of the year into actionable stock purchases through TD Easy Trade™. The platform reframed investing as something familiar, accessible, and culturally relevant—proving that rookie investors already know more than they think through the brands they recognize and trust.

The result was a campaign that lived inside the Super Bowl conversation without paying Super Bowl prices.

Creative Concept

The idea was simple: Don’t just watch the ads—invest in them.

· Advertising as Investment: TD created a live, evolving portfolio made up exclusively of companies advertising during the Super Bowl. Each brand’s product imagery was paired with its public stock ticker and a direct link to TD Easy Trade™.

· Real-Time Creative Trading: As Super Bowl ads were announced or released, TD immediately transformed them into its own investment-driven creative—featuring brands like Mountain Dew, Reese’s, Hellmann’s, and more, mapped directly to their publicly traded counterparts.

· The Super Bowl as Classroom: The event became a live investing lesson, turning entertainment into education and passive viewing into financial action.

Execution Strategy

Digital Video & Social Launch: The campaign ran across digital video and social platforms, activating audiences in real time around Super Bowl advertising moments.

YouTube Intent Targeting: YouTube placements focused on users actively searching for Super Bowl ads, capturing high intent at peak interest.

Real-Time Social Amplification: TikTok and Meta amplified live brand reactions as ads were released, keeping the portfolio dynamic and culturally relevant.

App Store Takeovers: App Store placements captured high-intent users on game day, driving direct downloads and immediate investing action.

Hyper-Contextual OOH: Geo-targeted out-of-home placements delivered brand-linked ads within a 1km radius of relevant retail locations.

Action-Oriented Touchpoints: Every execution pointed directly to investment action, turning awareness into participation.

Impact and Results

The TD Super Portfolio delivered standout performance with minimal production and media spend:

· +114% lift in ad awareness, demonstrating strong top-of-funnel impact.

· +27% increase in consideration, confirming meaningful movement in brand preference.

· +500% increase in daily app downloads, evidencing breakthrough acquisition performance.

· +270% lift in organic search volume, reflecting heightened brand curiosity and intent.

· +300% lift in landing page visits, validating strong traffic conversion from awareness to action.

· $3.50 cost per install, 61% lower than the previous year, showcasing exceptional efficiency.

Why It Worked

Instead of battling for attention during the Super Bowl, TD embedded itself inside the event’s most talked-about content—the ads themselves.

By translating cultural interest directly into financial action, TD removed the intimidation of investing and replaced it with relevance, familiarity, and immediacy. The campaign proved that smart integration beats expensive interruption.

Client

TD Canada

Agency Name