Brokerage Company Questrade Empowers Canadians to Take Control of Their Finances

For many millennials, owning a home, sending a child to school, or even the possibility of retiring all feel like dreams that are just out of their reach. While the current economy and older, traditional banking tools have left Canadians feeling like their dreams are out of their grasp, Questrade - Canada’s fastest growing online brokerage - has launched a new brand campaign, to empower this generation to take control of their financial futures. 

As an established disruptor to the traditional investing options with major banks, the integrated campaign, developed by long-standing agency of record, No Fixed Address, marks an evolution in the brand’s tone. Moving beyond purely challenging traditional financial institutions, the campaign aims to inspire Canadians to take control of their finances to unlock their future goals.

“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 - modern times require modern tools. Our latest campaign is meant to inspire Canadians to think differently, by looking at the current financial climate through an optimistic lens,” says Stella Ladizhinsky, director of brand & marketing strategy at Questrade. “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.” 

Launched December 26th, ahead of the RSP season, a modern recreation of “The Impossible Dream” serves as the backbone of the campaign and the hero 60-second spot. The campaign leans into a more emotional provocation, prompting Canadians to “Take Hold of Tomorrow.” It is brought to life across television, social (leveraging a series of 15 second cut downs), out-of-home, digital, a two month domination at Yonge & Bloor as well as a foray into TikTok, as one of the top search platforms for millennials. 

“After five years of challenging the trust Canadians have held in traditional financial institutions, Questrade has become a well-established brand. This year marks an evolution as we address the clear anxieties millennials are feeling over their financial futures,” says Tim Kavander, creative director, No Fixed Address Inc. “While our choice of music - The Impossible Dream - is almost a literal depiction of those anxieties it is also a hopeful and optimistic, reminder that with Questrade, you can take control and ‘reach those unreachable stars.’”

The campaign inclusive of strategy, creative and mass media was developed and executed by agency partner No Fixed Address.