Ameritrade's New Ad Campaign 'What's Your Share' Positions the Company as the Champion of Independent Investors
Campaign Features Exciting Innovative Tools and Increased Services
OMAHA, Neb., Oct 21, 2002 (BUSINESS WIRE) -- Ameritrade Holding Corporation (Nasdaq:AMTD) today announced a new corporate branding campaign using vignettes of everyday life that demonstrate the importance of stock ownership and the value of trading tools to the independent investor. The campaign retains the humorous and approachable advertising style of Ameritrade and, at the same time, highlights the innovation and trading capabilities for which Datek was well-known.
"The campaign demonstrates our commitment to combine the best of Ameritrade and Datek, in a way that enhances the client experience," said Anne Nelson, chief marketing officer at Ameritrade. "The ads reinforce the relationship of the independent investor with the individual equities they own, as well as the trading tools and platform they rely on to carry out their investment strategy."
One of the broadcast commercials shows a rag tag little league team with a kid who announces "my dad owns Nike." The coach dreams of what the kid's dad could do for the team: new stadium, new equipment, the league championship... When the Dad finally arrives, he is clearly not Nike's "Owner." The caption then reads, "Joe Compton. 0.00015% owner of Nike" and voiced over by "Over 80 million people own a share." Two other 60-second commercials for the brand include the use of different major brands, Motorola and music company EMI, and features several of the products and services Ameritrade offers. In addition, five 30 second product and pricing commercials were introduced featuring Streamer®(a), Ameritrade Apex™, Ameritrade command center screen, Ameritrade 10-Second Guarantee™(b) and Ameritrade's newly introduced flat commission pricing, with no share limits or order handling fees©.
The new campaign is budgeted to range from $108 - 121 million for fiscal year 2003, and includes eight new television commercials, multiple Internet and print creative and direct mail pieces. On October 23, the campaign will debut with double full page ads in USA Today, The Wall Street Journal and Investors Business Daily; 60 and 30 second cable spots; and a large and innovative online presence with major portals such as AOL, MSN, Yahoo! and assorted other financial sites. The campaign will also include 30 second targeted product ads to begin airing October 23.
About Ameritrade Holding Corporation
Ameritrade Holding Corporation (www.amtd.com) has a 27-year brokerage history of providing a self-directed approach to investment services. The Company, through its Private Client and Institutional Client divisions, provides tiered levels of brokerage products and services tailored to meet the varying investing, trading and execution needs of individual investors, financial institutions and corporations. Ameritrade's landmark merger with Datek Online Holdings Corp. combines the client service, technology, products and innovation of both companies to bring enhanced value to its clients and shareholders.
Ameritrade's command center screen, level II and streaming news is not available to professionals.
(a) Streamer® is not available to clients that qualify as professional users. Market volatility, volume and system availability may delay system access and trade executions.
(b) Ameritrade reserves the right to revoke or restrict the 10-Second Guarantee at any time. Other important restrictions apply. Visit www.ameritrade.com for details.
© Additional fees for some services may apply.
Brokerage services offered exclusively by Ameritrade, Division of Ameritrade, Inc., member NASD/SIPC. Ameritrade® is a registered service mark and Ameritrade Apex™, Ameritrade 10-Second Guarantee™ and What's Your Share™ are trademarks of Ameritrade IP Company, Inc. Streamer® is a registered trademark of Datek Online Holdings Corp. Used with permission. Nike, Motorola, EMI, USA Today, The Wall Street Journal, Investors Business Daily, AOL, MSN, and Yahoo! are each trademarks of their respective owners.
©2002 Ameritrade IP Company. All rights reserved.
"The campaign demonstrates our commitment to combine the best of Ameritrade and Datek, in a way that enhances the client experience," said Anne Nelson, chief marketing officer at Ameritrade. "The ads reinforce the relationship of the independent investor with the individual equities they own, as well as the trading tools and platform they rely on to carry out their investment strategy."
One of the broadcast commercials shows a rag tag little league team with a kid who announces "my dad owns Nike." The coach dreams of what the kid's dad could do for the team: new stadium, new equipment, the league championship... When the Dad finally arrives, he is clearly not Nike's "Owner." The caption then reads, "Joe Compton. 0.00015% owner of Nike" and voiced over by "Over 80 million people own a share." Two other 60-second commercials for the brand include the use of different major brands, Motorola and music company EMI, and features several of the products and services Ameritrade offers. In addition, five 30 second product and pricing commercials were introduced featuring Streamer®(a), Ameritrade Apex™, Ameritrade command center screen, Ameritrade 10-Second Guarantee™(b) and Ameritrade's newly introduced flat commission pricing, with no share limits or order handling fees©.
The new campaign is budgeted to range from $108 - 121 million for fiscal year 2003, and includes eight new television commercials, multiple Internet and print creative and direct mail pieces. On October 23, the campaign will debut with double full page ads in USA Today, The Wall Street Journal and Investors Business Daily; 60 and 30 second cable spots; and a large and innovative online presence with major portals such as AOL, MSN, Yahoo! and assorted other financial sites. The campaign will also include 30 second targeted product ads to begin airing October 23.
About Ameritrade Holding Corporation
Ameritrade Holding Corporation (www.amtd.com) has a 27-year brokerage history of providing a self-directed approach to investment services. The Company, through its Private Client and Institutional Client divisions, provides tiered levels of brokerage products and services tailored to meet the varying investing, trading and execution needs of individual investors, financial institutions and corporations. Ameritrade's landmark merger with Datek Online Holdings Corp. combines the client service, technology, products and innovation of both companies to bring enhanced value to its clients and shareholders.
Ameritrade's command center screen, level II and streaming news is not available to professionals.
(a) Streamer® is not available to clients that qualify as professional users. Market volatility, volume and system availability may delay system access and trade executions.
(b) Ameritrade reserves the right to revoke or restrict the 10-Second Guarantee at any time. Other important restrictions apply. Visit www.ameritrade.com for details.
© Additional fees for some services may apply.
Brokerage services offered exclusively by Ameritrade, Division of Ameritrade, Inc., member NASD/SIPC. Ameritrade® is a registered service mark and Ameritrade Apex™, Ameritrade 10-Second Guarantee™ and What's Your Share™ are trademarks of Ameritrade IP Company, Inc. Streamer® is a registered trademark of Datek Online Holdings Corp. Used with permission. Nike, Motorola, EMI, USA Today, The Wall Street Journal, Investors Business Daily, AOL, MSN, and Yahoo! are each trademarks of their respective owners.
©2002 Ameritrade IP Company. All rights reserved.
CONTACT: Ameritrade Holding Corporation, Omaha Donna Kush, 402/827-8931 dkush@ameritrade.com or Katrina Becker, 402/597-8485 kbecker@ameritrade.com