The campaign aims to reignite interest in the brand among the target audience -- sophisticated, cost-conscious Chinese investors -- in major US cities including New York, San Francisco and Los Angeles. The TVC and print executions encourage customers to discuss financial issues and questions that trouble with Charles Schwab. The campaign will run on US TV Chinese channels throughout 2006. According to Chris Fjelddahl, Eight's CEO, Charles Schwab has been trying to redirect its strategy to focus more on the brand and its individual services.
Charles Schwab is a global client of Eight Partnership, with over seven million individual and institutional clients from 270 offices in the US.
Broker targets US' Chinese investors
The Eight Partnership has launched a Chinese-language TV and print campaign for US stockbroker Charles Schwab, aimed at Chinese consumers in the US.
