Charles Schwab & Co., Inc: the ‘Talk to Chuck’ Advertising Campaign

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1) Describe the problem the TTC campaign was designed to solve. One of the principals Charles Schwab & Co., Inc issues was that the consumer of the brokerage industry did not see real differences between the low cost companies (just the price). By the past Charles Schwab & Co., Inc was the unique low cost company but with the arrival of new, more performing, low cost companies with lower commissions, customers starts withdrawing their assets and Charles Schwab loosed market share. Went they realized the BVA they saw that the differentiation of their brand decrease a lot in just three years. Furthermore, they realized that there was a gap between how the company sees itself and how the customers see the company, they was not providing good value to clients. They also saw that the brand needed to be reinvigorated with a renewed perspective and purpose to reclaim the historical role as advocate for investors. 2) Describe and evaluate the campaign strategy proposed by EURO RSCG. By the past the company used just direct marketing without any central theme to target their customers. EURO RSCG thought about and innovative campaign idea looking at the things that made Charles Schwab & Co., Inc different. They realized that everyone in the company called Charles Schwab “Chuck”, so they tried to take that informality and change the image of the company. Their idea was to personify the company to make it more accessible to the customers. They want to create the feeling that Charles Schwab & Co., Inc was in the first instance people with a huge knowledge with who you can interact easily to solve your personals issues and concerns. The corporate culture of this company is influence by Chuck and the employees use sentences like “Chuck would never” or “Chuck always says” when they are talking. For their television commercials, EURO RSCG used live-action digital video of

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