TD
Defy the Numbers
The typical “Retirement Ad” sells a singular dream – usually silver-haired sunset lit beachgoers – but instead DEFY THE NUMBERS focused on helping younger people identify and overcome “numbers” that could stand in their way.
Won't you be my neighbour
We used a bunch of different statistics in our ads that grabbed attention and targeted region, life stage, audience-type – clearly setting up the problem which TD products and offers could help solve. To match the targeted localized statistics, we crafted photography that subtly represented the people, architecture and natural features of those areas.
A version from Vancouver shown above, and one from downtown Toronto below.
Personal Savings & Investment
Direct Investing
Financial Planning
3 Clients. 3 Offerings. 1 Campaign.
For the Personal Savings & Investing Line of Business, we encouraged starting or continuing your investment journey through one or more of the bank’s more ‘common’ investment products (focus on RSPs, Mutual Funds and TFSAs) by acknowledging and celebrating our audience’s individual needs.
For the Direct Investing Line of Business, we promoted the behaviour of signing up online, or, if you already had an account, making more trades through the feeling of empowerment with our Direct Investing tools.
For the Financial Planning Line of Business, we recommended booking an appointment with a Financial Planner through the feeling of confidence with a focus on our brand’s well-known performance in this space.
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CLIENT: TD, TD Investing, TD Wealth / DATE: January 2019 / SVP CD: Dave Stevenson / ACD: Jesse Pearson / DESIGNERS: Daniel Polsinelli, Brenna Whyte, Dom Geurtin, Shafaq Fatima, Fraser Milne
AWARDS: CMAs - Bronze - Martech