IRA Awareness

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The creative direction for this project specified I should target a younger demographic and emphasize our trustworthiness, along with the fact that our IRAs allow people to trade more options and futures strategies than one would usually be able to in these retirement accounts. I took inspiration from some static banner ads developed by our creative director: fun, luxurious lifestyle images of the target’s dreams. I also utilized one of her taglines for this campaign, “Save for Later, Trade Today.” 

More than just asking people to sign up for a brokerage account, I wanted the ads to offer our audience a better future, with visuals of happy, well-off older folks. These should be charming and memorable, but most importantly, should allow viewers to substitute themselves into those pictures.

Through a bit of research, I also discovered that one of the primary benefits of IRAs is the tax advantages. I felt I should absolutely include that message as well—especially important, if you make money on your trades and investments, there are no taxes on those gains.