COMDIRECT.
FINANZEN
SELBSTBESTIMMT.
Finances, self-determined – "Does an investor look like this?”
How can an established brand like comdirect make the complex world of trading feel relatable and relevant to a young, lifestyle-driven target audience (Gen Z and Millennials)? The goal was to dismantle the outdated stereotype of the "classic investor" and position comdirect as a modern, intuitive trading platform that empowers users to take control of their financial journey.
Under the campaign tagline "Does an investor look like this?" (German: "Sieht so ein Investor aus?"), we developed a series of spots that challenge preconceived notions of who participates in the financial markets. We place diverse characters in their everyday environments — far away from suits and stock exchange floors.
The campaign serves as a powerful testament to the brand core: "Finances, self-determined." By consciously breaking with expectations, the project achieves:
- Strong Identification: The target audience sees themselves reflected in the diverse protagonists.
- Lowering Barriers: Trading is transformed from a daunting task into an accessible, everyday action.
- Brand Relevance: comdirect is successfully positioned as a modern, digital-first platform that champions financial autonomy.
The campaign was recognized at the YouTube Festival Ads Leaderboard „AI in Action – Creative Excellence“ as the most successful campaign in 2026 – and the numbers back it up:
- +17.8% relative brand lift
- +70% search lift
- +24% more reach with the same budget
Trading is lifestyle. Finances are part of your everyday life – and you decide how they enrich your world, no matter who you are or how you look. Finance and success are there for everyone.