TradeStation, the online brokerage and trading platform, always had a niche following of active day traders. But by 2018, growth had become stagnant. To introduce ourselves to a new audience, we rebooted the brand, updating our interface, simplifying our pricing, and redesigning our identity.

To celebrate our fresh look, we invited people to get their own fresh look, while taking a fresh look at our new platform. The Fresh Look Barbershop was three days of free haircuts, shaves, blow-outs, hair extensions, and of course, blue hair coloring.

For visitors waiting or just passing by, our wall of blue wigs offered plenty of selfie opportunities. And to get people testing out the platform, we ran simulated live trading competitions for prizes.

By staging the event in the Oculus—where 400,000 commuters and shoppers pass through every day—we sidestepped the crowded financial networks, and engaged a whole new set of eyes.

Following the event, TradeStation enjoyed their highest month ever for funded accounts (March 2018).