Internaxx, a TD Waterhouse company, is an offshore brokerage in Luxembourg. They needed standout for a new TV ad to be aired on sites such as Bloomberg. We found out that 46% of High Net Worth Individuals had lost trust in their primary adviser or wealth management firm. Wealthy investors have found that trust and transparency are far more important that high returns. The strategy that came out of this insight was to destabilise the advisor relationship and the strategy for the TV ad was to demonise the broker.
The number of accounts opened has increased from 15% to 30% since the new ad launched.