UP CLOSE AND COMFORTABLE by Starcom Toronto for Td

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UP CLOSE AND COMFORTABLE

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Canada
Agency Starcom Toronto
Released May 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TD CANADA TRUST
Product/Service: BANKING
Date of First Appearance: May 9 2010
Entrant Company: STARCOM, Toronto, CANADA
Strategy Manager: Anne Fitzpatrick (Starcom)
Investment Director: Todd Paterson (Starcom)
Vice President/Group Media Director: Susan Courtney (Starcom)
Advertising Manager: Bruce Burgess (TD Bank Group)
Vice President of Marketing Communications: Heather Sutton (TD Bank Group)
Creative Director, Brand Partnerships: Patrick McCann (CTV)
Director, Brand Partnerships: Carmen Lago (CTV)
Media placement: Television - CTV - Desperate Housewives - May, 2010
Media placement: Television - CTV - Lost - May, 2010
Media placement: Television - CTV - American Idol - May, 2010
Media placement: Television - TSN - May, 2010
Media placement: Television - CTV - CSI - May, 2010
Media placement: Television - CTV - Flashpoint - May, 2010
Media placement: Television - CTV - So You Think You Can Dance Canada - May, 2010
Media placement: Television - CTV - Dancing With The Stars - May, 2010

Insights, Strategy & the Idea
Comfort continues to be the most important driver of bank consideration. Comfort evokes trust, respect, friendliness and dependability. TD Canada Trust’s iconic green chair is their symbol that represents the bank’s position “banking can be this comfortable”. Our strategy was to dimensionalize TD’s green chair and comfort positioning in a highly engaging way through integration into content that our consumer loved. Our idea was to build a series of custom content 30s vignettes with multiple integration elements to enhance the consumer’s connection to comfort. The content platform was our target’s favourite top 20 U.S. and Canadian programs where we conducted interviews and taped on the actual sets of the program while our talent was seated on stage in the TD green Chair. In addition to embedding TD’s green chair into the program environments, our talent talked about comfort in their own words and what comfort means to them.

Creative Execution
We selected and gained access to top programming and talent that would resonate with our audience – to enhance their engagement and entertain. Programs such as American Idol, CSI, Dancing with the Stars, Grey’s Anatomy, Desperate Housewives, and Lost provided access to their writers, coaches and producers. In post production the interviews were edited to capture comfort reference and actual show scenes were added to align with the dialogue–creating fully integrated segments. A custom microsite at www.upcloseandcomfortable.ctv.ca was built to house all the vignettes and extended content. In-show snipes and radio ads pre-promoted and drove viewers online. All interviews were featured in The Globe and Mail’s Review section the morning after the launch of our vignettes ran. The entire schedule delivered our vignettes to over 15 million adults across Canada. Engagement was magnified with a schedule that focused on season finale airings in May and season premieres in September.

Results and Effectiveness
The initiative exceeded TD’s expectations, achieving impressive results on all communication and business goals.
• Unaided advertising awareness up 12% over pre-campaign baseline
• Unaided TD Canada Trust first mentions up 20% over pre-campaign baseline
• Brand consideration scores up 15% over baseline
• Communication of “comfort” 53% higher than control 30-second brandsell spot
• Message interest scores 66% higher than control 30-second spot

It’s a proven success for media partner CTV as well; they’re fielding requests from advertisers interested in replicating the program and from TV production companies who want to get on board with TD Canada Trust.