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Questrade conducts brand campaign

Investment company Questrade has begun a new brand campaign that encourages consumers to “dream the impossible dream” when it comes to their financial future. Aimed primarily at millennial-aged consumers, the campaign focuses on financial goals such as owning a home, sending a child to school and retirement. Developed by No Fixed Address, the campaign is intended to represent a shift in the company’s brand tone. It consists of a 60-second commercial called “Take Hold of Tomorrow,” as well as social media content and out-of-home and digital advertising.

“The way previous generations achieved their financial goals, by giving their money to the bank and hoping for the best, is not the way forward in the modern world,” said Stella Ladizhinsky, director of brand and marketing strategy at Questrade. “Our latest campaign is meant to inspire Canadians to think differently, by looking at the current financial climate through an optimistic lens. In response to the financial challenges and opportunities in today’s climate, this evolution of our brand campaign focuses on value creation through lower fees for better returns and empowering Canadians through education, inspiring them to think differently in order to take control and achieve those seemingly impossible dreams.”

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