Old Way vs. New Way

Betterment

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CHALLENGE

Why do people love online investment company Betterment? It might have something to do with their low, transparent fees, easy-to- understand UI, and investment strategies backed by Nobel-prize winning research. Betterment needed a way to convey these stellar talking points in a direct response-style TV commercial that would work hand-in- hand with its brand campaign.

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SOLUTION

Working within direct response best practices, we developed several creative approaches to tackle the brief. The first spot, “Second Guesses”, honed in on real investing doubts, like: “Am I making the most of my money?” Or, “Is my advisor getting paid to recommend certain funds to me?” These relatable questions paved the way for a leading transparent investment solution like Betterment. The second spot, “Which Side?” presented the old vs. new way as a simple and compelling choice: Do you want to invest the old way or the new way? The effective framework was established to drive our audience to pick a side and take control of their financial future.

 

Why choose between two great options? Betterment decided to run both creative approaches to test in market.