TD Bank Financial Group

Starcom wanted to bring TD Canada Trust (TDCT)’s “comfort” positioning and the “Green Chair” experience to life for consumers.

The target was the average Canadian who has a busy work and family life. Managing their financial situation is challenging, even frightening, as debt mounts and the goal of saving for the future falls by the wayside. A bank can be an intimidating place.

The consumer insight was that comfort continues to be the most important driver of bank consideration, which TD delivers through longer hours, personal service, convenient locations and helpful advice. 

Starcom’s strategy was to create engaging and comfortable content developed from the target’s favourite television programs. It was embedded in programs during season finales in the spring and premieres in the fall, capitalizing on excitement and anticipation of these old favourites. 

In a Canadian market and industry first, the agency created a series of vignettes with behind-the-scenes creatives (writers/directors) from top U.S. and Canadian shows. TD’s Green Chair visited the on-set environment of each program. The interviews were informative and engaging, and all referenced comfort within the context of their role within programs including Lost, American Idol, CSI, Grey’s Anatomy, Dancing with the Stars, Desperate Housewives, Flashpoint, on BNN and Sportscentre on TSN.

Ongoing research proved that the program has been a great success with 65% of respondents confirming that the segments communicated comfort. When combined with TDCT brand advertising, there was an increase in performance of the brand attribute “comfortable.”