In 2014, TradeStation was swimming in the same waters as TD Ameritrade, Scottrade, and E-Trade, but their DNA was fundamentally different. They were a brokerage business built on the back of a software company. The TradeStation platform packed powerful technology, and they wanted the world to know it. Meanwhile, the competitors focused on over-confident men walking through glass offices talking to the camera, explosive graphics, and Sam Waterston. All style, no substance.
The category was ripe for parody. Our ads invented fictional trading platforms like MegaTrader and Super Trade Pro Elite 5000 to lampoon the bombast. Then we drove traders to our online tour with the promise that the “Proof Is in the Platform.” We also used retargeting and measurement to make sure the right people saw our message.