TD Bank

Big Fun Books in Motion

To encourage kids to read more, SMG and TD decided to leverage the content kids enjoy rather than trying to fight it. The TD Big Fun Books In Motion (BFBIM) campaign focused on popular movies that originated as books, positioning movies as inspired by books rather than as the enemy of reading.

Working with Corus Entertainment and its network, YTV, the campaign created BFBIM, a new addition to TD's Summer Reading Club. TV spots on YTV encouraged kids to read the books that inspired movies the network would soon be airing, and to share their reviews. When the movie aired, a 10-minute segment followed featuring a panel of kids discussing the similarities and differences between the book and the movie.

The campaign led to a 21% year-over-year increase in awareness for the TD Summer Reading Club, and a 6.5% increase in registration.