TD was the first in Canada to launch Fractional Shares and wanted to let first time investors know they could own a fraction of the biggest and best stocks in the world.

The ability to invest in iconic brands is the main appeal of Fractional Shares yet we weren’t allowed to legally show major brands or their logos.

Knowing that we couldn’t print other brand logos on our ads, we found a loophole that avoids all copyright infringement. We laser cut a window on each of our ads, then strategically placed them where the iconic brand logos already existed - storefronts and office buildings.

Because each logo was at a different height in its natural environment, every placement came with a unique set of challenges. Since we were promoting Fractional Shares, we had to ensure every ad only displayed a fraction of the brand’s logo.

This meant our ads had to be positioned at a precise angle for passersby to experience the effect.

The campaign delivered exceptional brand and business impact. Prospective investors seized the opportunity: Website visits, application starts, and new account openings all exceeded forecast. Media recognition was unanimous: 'Genius' (MoneySense), 'Clever' (Globe and Mail), 'Brilliant' (Little Black Book).

Most notably, the campaign earned impressions on a global scale. At the time of writing, it has reached 340 million impressions and continues to grow.

The OOH Brand Lift Study exceeded targets: 51% of prospective investors indicated the execution made them want to know more, 53% of Canadians felt more positive about TD after exposure to the posters, and 78% of prospective investors felt positively about the brands featured, which allowed you to own a piece.

During the campaign window, TD also saw a 250% uplift in organic Google searches for ‘fractional share,’ a 386% increase in visits to the TD Fractional Shares landing page, and 137% of the goal for new account openings. Of those new accounts, 42% have already placed a fractional share trade, suggesting that not only do Canadians now understand what fractional shares are—they want to own a slice of the pie themselves.

Overall, the campaign positioned TD Direct Investing as a culturally relevant and creatively bold player within the traditionally conservative financial category—proving that media innovation drives both conversation and conversion.