Trading, the way you want it
Traditional banking meets a new generation of investors
01
TARGOBANK faced a clear challenge: while more people are interested in investing than ever, trading still feels complex, distant, and “not my thing” for many – especially for younger audiences. At the same time, neo brokers are already culturally embedded, while traditional banks are no longer perceived as part of this world.
The task wasn’t just to launch a new product. It was to make trading feel relevant, accessible and empowering. Instead of repositioning the existing brand, Joe Broker was created – a new, independent trading brand, designed to connect emotionally and make investing feel like “your thing.”
From relevance to connection
02
To position Joe Broker, we shifted the focus from functionality to attitude. Instead of defining investing through product features, we framed it through a mindset that reflects how a new generation wants to engage with money: independently, confidently, and on their own terms.
The goal was not just to simplify trading, but to make it feel accessible and personally relevant.
The guiding principle:
Investing the way you want it – because you can.
Turning attitude into a cultural signal
03
Based on this strategy, the campaign didn’t explain trading, it reframed how it feels. Together with Esther Graf, we created a real track that lives in culture with a relatable hook that reflects the mindset of the audience. “Trading ist mein Ding” became the central idea: a simple, powerful statement that turns investing into something personal.
As the recurring motif of the campaign, working as a cultural code for the target group the track is what makes Joe Broker unmistakably tangible.
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Real Results
After just five months, Joe Broker achieved 9% aided brand awareness among first-time investors and nearly 20% among users with some prior investing experience.
*Data valid as of August 1st, 2025
With “Trading ist mein Ding” (“Trading is my thing”), Joe Broker is given a culturally resonant guiding idea that works as a musical thread across all digital touchpoints. The campaign combines brand building and activation with a clear channel logic and anchors the offering where young investors look for orientation.”
German Brand Award Jury Statement
Hit, hook, heartset
05
Our campaign for Joe Broker shows what truly makes the difference today. Together with Esther Graf, we created a track that became both a hit and a cultural hook – because it captures the exact heartset of the target audience.
In doing so, the campaign leaves no doubt that trading with Joe Broker is simple, modern, and empowering.