TD Bank - Unexpectedly Human OOH Case Study
Objective
To raise awareness about the different features that make TD Bank “America’s Most Convenient Bank” by highlighting extended hours, easy and convenient payment features, and quick card replacement. TD Bank sought to maintain a presence in their major markets where brand awareness is high, and increase the exposure of the brand in their secondary markets in order to grow their customer base.
Activation
In mid-January, the campaign kicked off in tier 1, major markets (Boston, Philly, Miami, and New York) and in tier 2 secondary markets (Greenville, Orlando, Tampa, Washington D.C., West Palm Beach). Media mix and placement strategy started with overlaying zip codes that over-indexed against TD Bank’s target demographic. Scalable, hyper-local OOH plans were then developed targeting these key pockets of each market utilizing a mix of high-impact, street-level & frequency OOH placements, creating impact in these areas, and ensuring TD Bank was top of mind. Formats included wrapped storefronts, transit shelters (digital & static), station dominations, wallscapes, bulletins, liveboards, and more.
Results
TD Bank ran a captivating campaign that resonated with the brand image, creating buzz & awareness as well as driving consideration. The campaign was so well received that TD decided to reinvested dollars in OOH for Q2, and also to heavy up around the upcoming NYC Pride Parade. The creative easily connected with the viewer as the contextually relevant copy incorporated each local city and kept the convenience of banking with TD top of mind.
