Celebrating the spirit of savings
Brand
TD Bank has a proud Canadian legacy that most financial institutions can only dream of. They’re also industry leaders and stay in the lead with current banking trends. And yes, they are one of the Top 5 in Canada. Despite this, TD Bank did not have an optimal presence with the burgeoning ‘New to Canada’ diversity market consisting of Asian audiences. What could TD Bank do to expand its reach and bring in new Asian customers?
Strategy
To expand beyond its current boundaries, TD Bank would have to reach out to its prospective audiences, speak to them in their language, build new relationships and ensure loyalty. We decided to engage them at every touch point and use tactical messaging in their favour. During RRSP time, the branding and print campaign, targeted at mainstream Canadians was based on the thought: “Make Savings a Priority”.
For the Asian audiences, instead of simply translating this campaign thought, we dug deeper and found that Asians anyway love to save. It is entrenched in their DNA. Instead of just asking them to ‘Save’, we went further and said: “You already understand the value of saving. TD Bank has many resources to help you. “Let’s celebrate the winning feeling of saving.”
The campaign featured relatable images of Asians ‘caught in the act’ of settling down in Canada, using DIY methods to save and more. The headlines communicate the message in a hilarious manner by inserting a positive adjective between the first and last names, a unique Asian trend.
Outcome
The new campaign was an instant hit and generated a lot of new registrations and millions of dollars in deposits in a short amount of time. TD Bank was also getting noticed, and scaled its operations. Today, it is the country’s second-largest bank with 1,100 branches and an ATM network of 2,800 machines!* And a lot of its customers constitute ‘New to Canada’ audiences.
Campaign Deliverables:
- Value Proposition Optimization
- A/B Testing
- Customized, Persuasive and Informative Website Content
- Highly Persuasive Print Campaign
- Highly Persuasive Landing Pages
- Social Proofing – Videos and Podcasts
- Optimized Conversion Website
- Social Media Marketing
- SEO
- Paid Search Solutions (Google Adwords, Facebook Ads, and more)
Highlights
- Massive Media Attention
- Thousands of New Asian Customers
- Today TD Bank is the country’s second-largest brand
- And Continues to be the Preferred Bank for New Canadians
- Low Paid Search Advertising Spend
- Brand Exposure Across Canada
Scope of Project
- Brand Strategy
- Messaging
- Web Design and Development
- Digital and Printed Marketing Assets
- Marketing Brochure
- SEO Strategy
Video:
https://www.youtube.com/watch?v=BSAauoLotXA
Website: