We launched a 360-degree effort that reintroduced ourselves to the public and reclaimed our rightful place within the financial world as the category disruptor. “Don’t Get Mad, Get E*TRADE” provoked consumers to take control of their finances in an honest, thought-provoking, and action-oriented campaign, shaking up the category yet again.

Our launch spot was set to Fiddler on the Roof’s “If I Were a Rich Man” and showcased a protagonist daydreaming about countless forms of wealth for our viewers to get mad at.

Everything from “new money,” “Instagram money,” “tech money,” “pizza delivered from a helicopter money,” or even classic “old money” is featured in the film. As the song crescendos and comes to an end, our protagonist comes to and triumphantly decides to sign up for E*TRADE.

The campaign was designed to work cohesively across all channels to drive/provoke prospects into taking action. “Don’t Get Mad, Get E*TRADE” launched nationally in the form of a :60 and was accompanied by high-impact, contextually relevant messaging that was tailored to premium programming (in the form of various :30s and :15s).

Social and digital channels also strategically unveiled the spot’s assets, and we even leveraged high-impact, full-page units in the New York Times and Wall Street Journal to officially put the financial institutions we set out to disrupt on notice.

Since the spot’s launch last June, “Don’t Get Mad, Get E*TRADE” has garnered over 10.5 million impressions through general market broadcast and online video channels like Fox (full-episode player) and Hulu, even with a modest GRP score of 11.