Questrade conducts Ask Tough Questions campaign
Online investment company Questrade has begun a new national advertising campaign called "Ask Tough Questions." The campaign, developed by No Fixed Address of Toronto, encourages consumers to ask questions including "Why do Canadians pay the highest mutual funds fees in the world?" "Who's really making money off my money?" and "When did my goals start taking a backseat to their profits?" It consists of 10-second online videos posted to YouTube and Facebook, to be followed by television commercials this week. The effort also makes use of out-of-home advertising and public relations by The Siren Group of Toronto. Media buying is being handled by True Media Services.
"It's exciting to partner with such a compelling disruptor brand in the financial industry as Questrade during this interesting time in the industry," said Serge Rancourt, president and CEO of No Fixed Address. "The campaign launch last fall seemed to have hit a nerve with Canadians. A lot of people reached out via social media with their own tough questions, and that fueled the next round of questions in the next phase of the campaign. There's clearly a sense of increasing concern amongst people regarding their financial institutions, and this campaign reflects Canadians' desire to take greater control."