TD FRACTIONAL WINDOW SHOPPING

FRACTIONAL WIND_ |W SHOPPING The OOH campaign that found a window-sized loophole. THE CONTEXT In 2025, TD was the first Canadian bank to introduce Fractional Shares, a groundbreaking investing tool which allows you to purchase a percentage of top-stocks for as little as $1. Our goal was to drive awareness of this new option, as 80% of aspiring investors had no idea what fractional shares were. The problem? Legal restrictions prevented us from showing or naming the very (expensive) brands that people wanted to own. THE IDEA Fractional Window Shopping was built on a simple insight: sometimes investing feels like window shopping - you see attractive options but can’t always afford them. But, maybe you can afford a smaller piece. Through Fractional Shares, you can own a piece of any top stock. So we found a way to feature a small piece of other brand logos without the legal restrictions typically involved. THE EXECUTION Our OOH boards were strategically placed in high-traffic areas, featuring precision-cut windows that offered passersby the chance to catch a fraction of the logo of iconic brands. Since each logo was at a different height in its natural environment, each placement had to be positioned at a precise distance to be viewable from different angles, alongside the invitation to “own a piece of it.” AdAge PRAIA roastbrief Partial Shares. invest in top stocks for as little as $1, “Ingenius” VRE, “One of the smartest heists in advertising” 5 “The perfect loophole” OR 340: Million earned impressions 55) Rise in favourable sentiment toward TD 51% Increase in desire to learn more