Charles schwab

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Brand Idea

MEET CARL. THE ANTI-HERO BROKER.

Challenge people to question their relationship with their current brokers, using a humorous take-down of traditional firms paid off with tangible proof points of Schwab’s difference.

Challenge

We had to wake up complacent investors and spark consideration for Charles Schwab’s investment services.

Insight

60% of Americans feel anxiety about investing in the market. Many investors aren’t happy with their current firm – but they don’t take action by moving their accounts.

191%
Increase in new accounts from 2017-2021
+24%
YoY growth in total assets under Schwab management from initial campaign window
27 PT
Lift in impression & consideration