CHERRY HILL, N.J., Jan. 14, 2019 /PRNewswire/ -- TD launched
its Unexpectedly Human brand campaign, which shows how the bank
prioritizes modern convenience and customer centricity, while
elevating its focus on local communities and small businesses.
Developed with a sense of humor and healthy dose of humanity, the
campaign celebrates the bank's reputation as a customer service
innovator with a distinct culture.
"Consumers want to connect with brands that promise outstanding
products, provide extraordinary customer service, and make a
positive impact on communities," said Pat
McLean, Chief Marketing Officer at TD Bank. "At TD, we pride
ourselves on delivering customized, seamless experiences that feel
local and authentic. Unexpectedly Human takes customer centricity
to the next level – not only are we vowing to treat you as person,
but we're committed to delivering an incredible experience, each
and every time. This campaign demonstrates that we're everything
you'd expect from a bank – plus, everything you wouldn't."
A key trademark of the campaign is its personalized, hyper-local
approach, which reflects TD's commitment to its customers and
communities. The campaign includes video executions that bring the
bank's unique personality to life, engaging billboards, local
engagement via social media, and experiential activations at
transportation hubs in select markets.
Unexpectedly Human is currently available via:
- Video – Three different commercials will run on TV in select
markets from Maine to Florida, now through the end of February. More
than 2,400 spots will run, with placements in a variety of top
programs, like Saturday Night Live, Modern Family,
and Grey's Anatomy, as well as the Oscars, Screen Actors
Guild Awards, and the Grammys. Video reach will be extended in
select markets via online video through providers like Roku, Apple
TV, and Amazon.
- Social media – Localized Unexpectedly Human content will be
featured on TD Bank's social media channels, including Facebook,
Instagram, Snapchat, and Twitter, in addition to paid ad placements
across all four platforms.
- Internet – Sponsored content, online video, and display ads on
various sites and ad networks that will drive to a campaign
microsite.
- Outdoor – Digital and static billboards on storefronts, bus
shelters, and train stations in select markets across our
footprint, including station dominations in Boston, New
York, Philadelphia, and
Washington, D.C.
- Mobile – Videos and other content will be available on mobile
platforms.
Most People Believe They Do Something Nice on Daily Basis,
According to Survey
The TD Bank Unexpectedly Human survey of
1,513 consumers found that the majority of people believe they act
in unexpectedly nice ways more often than they are treated in
kind.
- More than half surveyed (54 percent) say they do something nice
for someone else at least once a day, while less than one third of
respondents (32 percent) say something nice is done for them just
as often.
Americans with children lead the way in daily doses of kindness,
with six-in-ten respondents (60 percent) doing something nice for
others at least once daily There was no significant difference in
response between genders, with more than half of men (56 percent)
and women (51 percent) answering that they do something nice at
least once a day.
On the receiving end, men (39 percent) and millennials (38
percent) say someone does something nice for them at least once a
day. Only 29 percent of boomers, however, get the same treatment.
Gen Xers (29 percent), women (27 percent) and boomers (26 percent),
are among the least recognized, and say they receive nice treatment
less than once a month.
Nice Gesture Often Involves Cash
When it comes to the
types of kind gestures Americans would appreciate, cash rules,
followed by a special experience, like a weekend away or a night
out with someone special. Those surveyed would prefer monetary
support (29 percent) or a special experience (19 percent) over:
- Special treat or self-indulgence (15 percent)
- Day off from responsibilities (10 percent)
- Support at work (4 percent)
- Childcare for a day (2 percent)
Of those who opted for a financial gesture:
- One-third (33 percent) wanted $500 towards their holiday budget
- More than one-quarter (26 percent) wanted a bill paid off for
them
- Twenty-two percent wanted their rent or mortgage paid for a
month, and 13 percent would welcome a paid grocery tab.
Kindness is Appreciated
In today's world, it often
feels that we hardly have time to catch our breath, much less speak
to people. Yet nearly half of consumers surveyed (44 percent) say
they most appreciate when someone is unexpectedly nice or kind
towards them, significantly outpacing interactions that are just
friendly (8 percent), helpful (6 percent), generous (5 percent) or
appreciative/thankful (3 percent).
TD Bank has been on a mission to treat our customers with
consideration and understanding while providing the best in class
financial services – a rare combination in the banking industry.
"At TD, we pride ourselves on doing things differently – from
the tangible support we give our communities, to the extra
conveniences we offer, to the way we engage with our customers,"
McLean said. "Our Unexpectedly Human brand promises that we'll do
what matters most, especially when you least expect it. Think of
how you feel when someone holds a door when your hands are full,
surprises you with a gift, or treats you to a cup of coffee. These
small gestures can change your day. That's how we want our
customers to feel when they bank with TD. Our Unexpectedly Human
brand seeks to exceed our customers' expectations about what a bank
can be."
TD Bank teamed up with creative agency partner TBWAChiatDay
New York to develop the new brand positioning "Unexpectedly
Human," which sets out to defy consumers' expectations of what
a bank can be. The new campaign champions all the human
aspects of a bank that no one else shows in an unexpected way,
features everyday human insights, and aims to contrast the
stuffy, apathetic attitude you'd expect to find at your
average bank. The launch of Unexpectedly Human comes to
life in a multi-channel campaign that spans key markets in TD's
regional footprint. Whether it's replacing your lost
debit card, saving you from remembering a hundred different
passwords, or catching our bankers while they have a
little fun, TD Bank showcases what it means to be a treated
like a human.
To learn more about TD Bank and its Unexpectedly Human brand
promise stop by a store, visit us at https://www.td.com/us/ or find
us on social media at www.facebook.com/TDBank and
www.twitter.com/TDBank_US.
Survey Methodology
An online (omnibus) survey was
conducted through the Springboard America Panel (facilitated by
MARU/Matchbox). The omnibus was in field December 19, 2018 and surveyed 1,513 Americans
aged 18+. Results were broken out by region, age, gender, income,
and education for demographic comparisons. The estimated margin of
error for the total sample is +/- 2.5 per cent.
About MARU/Matchbox
MARU/Matchbox is a professional services firm dedicated to
improving its clients' business outcomes. It delivers its services
through teams of sector-specific research consultants that have
technology in their DNA, specializing in the use of Insight
Community and Voice of Market technology. MARU/ Matchbox's research
drives decision-making across all aspects of customer experience,
including innovation, product, branding, commercialization and
communications.
About TD Bank, America's Most Convenient
Bank®
TD Bank, America's Most Convenient Bank, is
one of the 10 largest banks in the U.S., providing more than 9
million customers with a full range of retail, small business and
commercial banking products and services at more than 1,200
convenient locations throughout the Northeast, Mid-Atlantic, Metro
D.C., the Carolinas and Florida.
In addition, TD Bank and its subsidiaries offer customized private
banking and wealth management services through TD
Wealth®, and vehicle financing and dealer commercial
services through TD Auto Finance. TD Bank is headquartered in
Cherry Hill, N.J. To learn more,
visit www.tdbank.com. Find TD Bank on Facebook
at www.facebook.com/TDBank and on Twitter at
www.twitter.com/TDBank_US.
TD Bank, America's Most Convenient Bank, is a member of TD Bank
Group and a subsidiary of The Toronto-Dominion Bank of Toronto, Canada, a top 10 financial services
company in North America. The
Toronto-Dominion Bank trades on the New
York and Toronto stock
exchanges under the ticker symbol "TD". To learn more, visit
www.td.com.
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SOURCE TD Bank