TD Bank
Out of Home Media Lifts Brand Affinity 30%
Objective
In August 2019, TD Bank wanted to execute an OOH campaign celebrating customer appreciation, to increase Brand Affinity by demonstrating TD’s commitment to enriching the lives of customers and their communities throughout the US. To support this initiative, they tasked Project X & Havas Media with developing an impactful multi-platform campaign.
The role of OOH was to drive awareness of the TD Bank Customer Appreciation message in select markets, and to compliment the social & video tactics that would also be running during the campaign period.
Project X was asked to provide hyper-local media opportunities within 10 miles of target POIs in Titusville, FL and Bethlehem, PA, and within 10 blocks of the location in Harlem New York; TD Bank also provided zip codes for their "Driven Optimist" target to focus on. By overlaying the target locations as POIs and mapping the requested radius around each, we selected media formats that fell within these specific "zones" – securing the media closest to the target locations, with the most applicable impression deliveries.
Selected Businesses:
• New York, New York - Jacob's Soul Food - 373 Lenox Avenue, New York, NY 10027
• Titusville, FL - Sunrise Bread Co. - 315 S Hopkins Ave, Titusville, FL 32796
• Bethlehem, PA - Bonn Place Brewing Inc.- 310-14 Taylor St, Bethlehem, PA 18015
Activation
In targeting Jacob’s Soul Food in Harlem, New York – we utilized a combination of digital and static media formats. Since the radius was 10 blocks, the majority of the media was street level, transit formats. This includes LinkNYC Digital Kiosks, Static Transit Shelters, Static Phone Kiosks, and a handful of static Urban Panels. In order to have a larger presence, we included a fully wrapped bus, that ran along a 100% customized route for 8 hours per day.
To reach Sunrise Bread Co in Titusville Florida, and Bonn Place Brewing in Bethlehem Pennsylvania, we secured bulletins (static & digital) leading to the target locations on nearby highways. We also utilized a fully wrapped bus on a 100% customized route. In order to extend the reach of the messaging, we secured GSTV screens in local gas stations, within the target zip codes.
The use of the fully wrapped buses allowed TD Bank’s "Thank You" messaging to pass directly in front of each business multiple times per day.
Results
TD Bank created videos highlighting each of the three partner locations and shared them via multiple social channels. These stories were seen 70MM+ times across social media with a 70% Video Completion Rate – well above platform benchmarks.
Through these inspirational stories of TD Bank customers and the impact on their communities, they were able to successfully achieve their objectives and differentiate themselves from other banks.
The results from a Kantar Brand Lift Study with media partner 'Now This' confirmed the veracity of the strategy. The campaign drove statistically significant increases in the majority of brand attributes, with directional increases in nearly every metric, the highest being:
• Has their customers’ best interests at heart: 5% increase → 36% lift
• Goes out of their way to help their customers: 8% increase→ 63% lift
• Invests in the community: 8% increase→ 80% lift
• Above all - this campaign helped TD to drive brand affinity: 8% increase → 30% lift
**(Source: Kantar brand lift study; 400 total respondents A18-54; Q3 2019)**
The campaign also generated tremendous positive attribution; of the 1,639 mentions on Customer Appreciation Day, 77% had a positive sentiment.
