Joe Broker
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
Under the slogan “Trading ist mein Ding”, the campaign by Digitas positions Joe Broker as an empowering trading app from Targobank for a new generation of investors. In a crowded market, the campaign deliberately focused on attitude over features. Partnering with Esther Graf, a catchy song was created that became a consistent hook throughout the entire funnel. With over 600 million impressions, 100,000+ downloads on Google Play, and aided brand awareness of almost 20 % among already active investors with prior investment experience.
The Jury‘s Statement
Gaining attention in the trading space is rarely achieved through banking logic. For Targobank, Digitas therefore builds an independent brand that does not explain barriers to entry but reduces them through communication. With “Trading ist mein Ding” (“Trading is my thing”), "Joe Broker" is given a culturally resonant guiding idea that works as a musical thread across all digital touchpoints. The campaign combines brand building and activation with a clear channel logic and anchors the offering where young investors look for orientation.
