Opening up the trading floor

Superhero launches TVC as part of AFL broadcast deal.

Share-trading platform Superhero’s first major television commercial will debut during tonight’s Channel 7 AFL broadcast as part of a broader partnership worth $1 million.

‘The Floor Is Yours’ campaign, developed by creative agency Hardhat and directed by Josh Logue, sees the TVC’s hero easily manoeuvring his way through a crowded, stereotypically chaotic trading floor.

The campaign is designed to reach an audience of younger Australians interested in investing, and older investors looking for more affordable ways to manage their portfolios.  

Research from the ASX published last year found that about 35% of the total Australian adult population have investments in direct shares, and close to a quarter of all investors have started investing in the past two years.

Co-founder & CEO John Winters said, “Investing used to be seen as something only really accessible to the wealthy or elite, and new types of investing platforms, including ours, are changing that.”

“We’re genuinely excited about investing being embraced by a new generation that are having to build their wealth in different ways than our parents did.”

Since its launch in September 2020, Superhero has signed up more than 70,000 customers – many of them dipping their toes into investing for the first time – on the back of a broader, global surge in retail investors using lower-cost platforms to trade. 

“There’s no doubt that it’s easier than ever for people to invest and investing really is becoming more mainstream, especially among Millennials and Gen Xers – many of whom aren’t able to enter the housing market and are earning virtually no interest on their savings sitting in bank accounts due to record-low interest rates,” Mr Winters said. 

“We’re excited to be able to deliver the message to a whole new audience that investing is now more accessible and affordable.” 

Background

The TVC will debut on 4 June during Channel 7’s AFL broadcast, then air during every game for the remainder of the season, including the AFL Grand Final.

The ‘Floor is Yours’ is part of a broader integrated marketing campaign, including digital, and broadcast across catch-up TV, Foxtel and YouTube.