TD Canada Trust

To increase brand awareness and equity, MediaCom was charged with integrating TD Canada Trust (TDCT) into scripted content. The obvious broadcast partner was CBC, which over-indexed against the target (upscale, educated adults 25-54). TDCT would sponsor CBC’s fall launch.

The plan included branded storyline integrations in three prime-time scripted programs – Being Erica, Little Mosque on the Prairie and Heartland – filmed in real TD locations. The agency and TDCT briefed writers and producers directly, and managed the creative development throughout the campaign. Co-branded 30-second spots featured lead actresses from the shows seated in the iconic Green Chair. TD also sponsored a weekly feature called “The World of Good News” on The Hour, as well as an online hub housing new fall content, with extended cuts of the co-branded spots. Online and promotional ads rounded out the plan.

Unaided brand awareness grew 18% and positive opinion grew 29%. It achieved $3.50-to-$1 online ROI and nearly $2-to-$1 broadcast ROI due to negotiated discounting, shared production costs and viewership over-indexes. And earned media for TDCT was worth approximately $100,000.