August 15, 2014
Excerpt by Michelle Perry Higgins
The most effective marketing campaigns are the ones that are simple and easy to remember. Often just a single phrase is enough to make the campaign memorable. A prime example of this was Charles Schwab‘s SCHW in Your Value Your Change Short position popular “Talk to Chuck” ad campaign that began in 2005. The campaign featured people explaining their financial concerns and ended with the “Talk to Chuck” tagline. The ads were done in “rotoscope,” an animation technique that distorted the visuals in a distinctive way. The tagline personalized the company at the highest level, separating Schwab from the major Wall Street firms and their image of bad-boy behavior and unhealthy excesses.
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