This is Getting Old: E*TRADE Tackles Retirement Saving Challenge Through Super Bowl® Campaign
January 29 2018 - 8:05AM
Business Wire
Recent study reveals nearly nine out of ten
investors worry they haven’t saved enough for retirement
E*TRADE Financial Corporation (NASDAQ:ETFC) announced its return
to the Super Bowl with a 30-second spot during the second quarter
of the game. The spot highlights the hypothetical, tongue-in-cheek
consequences of an aging population working well into their
retirement years. As a precursor and extension of E*TRADE’s Super
Bowl spot, a series of video vignettes will be shared in real time
during the game on Twitter, featuring cheers from the “Big Game
Silver Squad,” a team of silver-haired all-stars and veterans of
the cheer trade, who are working through their retirement as a
cheer squad.
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“The campaign aims to shine a light on the growing financial
challenge future retirees may face, while encouraging investors to
start saving for retirement,” said Lea Stendahl, Chief Marketing
Officer for E*TRADE Financial. “We’re leveraging E*TRADE’s
irreverence and humor to show in a more relatable way that at
E*TRADE, consumers have access to the resources and tools they need
to help get on track. Our hope is to make America think, and
ultimately take more control of their retirement destiny so they
can enjoy the golden years in whatever way they choose—be that
pursuing a second act, continuing their career, traveling the
world, or auditioning for a legendary cheer squad such as
ours.”
The Super Bowl spot and Big Game Silver Squad activations aim to
expose some concerning trends:
- Nearly nine out of ten investors worry
they haven’t saved enough for retirement1
- One out of three Americans don’t have
any retirement savings2
- Nearly seven out of ten investors think
they could be doing better financially1
“Investing for retirement is a serious issue today, but it’s
never too late to start,” said Mike Loewengart, VP, Investment
Strategy at E*TRADE Financial. “For folks just starting out, the
playing field has been leveled with retail investors now having
access to tools, education, and products once only reserved for
professional money managers, all at a fraction of the cost of
previous generations. But one of the biggest factors to getting on
track for retirement goals—hands down—may also be the simplest:
contributing consistently. You can’t necessarily control your
investing returns, but you can control what you add.”
Details of Super Bowl LII spot:
- The 30-second spot will air in the
second quarter of Super Bowl LII, broadcasting on NBC
- Directed by Jonathan Dayton and Valerie
Faris of Bob Industries, whose body of work includes Little Miss
Sunshine and Battle of the Sexes
- Music recorded by senior chorus group
The Young at Heart
- Follow E*TRADE on Twitter @ETRADE to
see updates before, during, and after the big game
- Visit E*TRADE’s YouTube page to watch
the new ad after it airs during the Super Bowl
Details on the Big Game Silver Squad:
- E*TRADE will post clips of the Big Game
Silver Squad on YouTube, Facebook, and Twitter before kickoff
- During the game, the Big Game Silver
Squad will be providing real-time reactions to the play on the
field via Twitter
- Directed by Micah Perta of Greenpoint
Pictures
E*TRADE aims to enhance the financial independence of traders
and investors through a powerful digital offering and professional
guidance. To learn more about E*TRADE’s trading and investing
platforms and tools, visit etrade.com.
For useful trading and investing insights from E*TRADE, follow
the company on Twitter, @ETRADE.
Referenced Data
(1)
How often, if at all, do you worry
about each of the following?
** Not having enough saved for
retirement **
Q1’18 Worry about not having enough saved
for retirement 65% Always 11% Frequently 19% Sometimes
35% Rarely 24%
Never Worry 11%
Please rate how much you agree or
disagree with the following statements?(Somewhat or very
much agree)
Q1’18 Despite my current income and savings, I feel I could
be doing better. 67% Financial jargon is a hindrance to my ability
to understand how to invest on my own. 57% Images of exaggerated
wealth seen on social media and television makes me feel less
successful. 45% Worrying about finances negatively affects my
relationships. 41% Worrying about finances negatively affects my
health. 37%
About the Survey
This wave of the survey was conducted from January 1 to January
15 of 2018 among an online US sample of 923 self-directed active
investors who manage at least $10,000 in an online brokerage
account. The survey has a margin of error of ±3.23 percent at the
95 percent confidence level. It was fielded and administered by
Research Now. The panel is broken into thirds of active (trade more
than once a week), swing (trade less than once a week but more than
once a month), and passive (trade less than once a month). The
panel is 61 percent male and 39 percent female with an even
distribution across online brokerages, geographic regions, and age
bands.
(2) GoBankingRates’ 2017 Retirement Savings Survey
About E*TRADE Financial and Important Notices
E*TRADE Financial and its subsidiaries provide financial
services including brokerage and banking products and services to
retail customers. Securities products and services are offered by
E*TRADE Securities LLC (Member FINRA/SIPC). Commodity futures and
options on futures products and services are offered by E*TRADE
Futures LLC (Member NFA). Managed Account Solutions are offered
through E*TRADE Capital Management, LLC, a Registered Investment
Adviser. Bank products and services are offered by E*TRADE Bank, a
Federal savings bank, Member FDIC, or its subsidiaries. More
information is available at www.etrade.com.
The information provided herein is for general informational
purposes only and should not be considered investment advice. Past
performance does not guarantee future results.
E*TRADE Financial, E*TRADE, and the E*TRADE logo are trademarks
or registered trademarks of E*TRADE Financial Corporation.
ETFC-G
Super Bowl is a registered trademark of National Football
League.
© 2018 E*TRADE Financial Corporation. All rights reserved.
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