Posted by Sheila Shayon on October 2, 2014 02:12 PM
Companies are not only active as arts patrons, they're innovating in ways that speak to their brands' DNA. New campaigns by TD Bank and Absolut show how brands from diverse sectors are using art in a fresh way to engage and inspire consumers, especially those who value culture and corporate citizenship.Continue reading...
Posted by Shirley Brady on July 29, 2014 06:44 PM
TD Bank showed its gratitude to its LGBT customers and employees by sponsoring WorldPride 2014. Now it's showing its gratitude to all its Canadian customers with its #TDThanksYou (or #TDVousDitMerci in French) campaign, in which ATM machines and the bank's employees thank customers for choosing TD.
In a move that recalls Coca-Cola’s Open Happiness machine giveaways, TD’s ATM machines are shown dispensing gifts ranging from a flight so a mother can visit her sick daughter in Trinidad to a meeting with a Toronto Blue Jay to free tickets to Disneyland. (The campaign also recalls WestJet's emotional holiday campaign in Canada.)
Watch what happens below, in a video that now has almost 1.4 million views on YouTube.Continue reading...
Posted by Shirley Brady on July 8, 2014 04:43 PM
As noted here, TD Bank was a proud sponsor of the first WorldPride event held in North America. Also showing its colors in Toronto late last month: the smart auto brand, which sponsored the event's opening ceremonies in Toronto. And south of the border, on June 29, thousands of Apple employees and their families marched in the San Francisco Pride Parade, where employees were welcome by Apple CEO Tim Cook, who was lauded in today's Wall Street Journal as a "more collaborative" and compassionate leader than Steve Jobs. Check out both brands' 2014 Pride videos below.Continue reading...
Posted by Shirley Brady on July 7, 2014 06:05 PM
The recent WorldPride event in Toronto marked the first time the event had been held in North America—and served as a testament to platinum sponsor TD Bank Group's acceptance of diversity.
The most valuable brand on Interbrand's Best Canadian Brands report, TD Bank not only sponsored WorldPride 2014, which ran from June 20 to 29 and attracted an estimated two million people across the Greater Toronto Area, but helped the host committee land the event by sponsoring their bid and accompanying them to make their case to InterPride, the event's organizer, in a first for a corporate sponsor.
It also wasn't a one-off commitment. TD is supporting 42 Pride events across North America this year, including signing a multi-year partnership with Boston Pride, all part of its bigger committment to equality and creating an inclusive workplace. "This is our tenth year of supporting Pride events," notes Scott Mullin, the bank's Vice President of Community Relations. "Ten years ago it was seen as pretty edgy for a financial institution."Continue reading...
Posted by Shirley Brady on May 27, 2014 09:16 AM
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Posted by Barry Silverstein on January 2, 2013 01:01 PM
Banking has become more consumer-friendly, particularly through sophisticated ATMs and mobile banking applications, but banks are still hampered by the stereotype that they are largely impersonal. TD Bank's new branding campaign, "Bank Human Again," makes the most of that deficiency.
New TV and web spots, supported by newspaper and digital media including a microsite, show a variety of consumers in what appears to be a cold, gray unwelcoming bank. Each consumer attempts a simple action only to be thwarted by a robotic-sounding voice that spouts bank policy.
In one spot, for example, a customer finds that the chain on the bank's pen is too short for him to write. When he asks about it, a disembodie voice says, "Here's the thing, Martin, banks can't have people taking their pens." TD Bank's answer: plenty of pens with no chains. Not to mention no rope lines, free coin-counting, and a focus on the little things that add up to the big things in customer service.
While a chained pen may seem insignificant, it's a remnant of banks' traditional (inflexible, impersonal) way of doing business. "The new marketing campaign viscerally communicates TD's attributes of unparalleled service and convenience, and our customer-first culture," stated the bank's Chief Marketing Officer Vinoo Vijay.Continue reading...
Posted by Dale Buss on January 2, 2013 09:02 AM
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