TD Canada Gives Back
By John Twomey
For ages, the banking industry has tried very hard to overcome its (in many cases well-earned) reputation as monolithic and impersonal. TD Canada Trust has done exactly that, with a heart-warming look into its relationship with its customers.
Regardless of how you may feel about banks, you have to admit, this piece is a brilliant 3:56 slice of good cheer. And social media and the blogosphere agree. With almost 4 million views in the first few days of the campaign, comments such as “…I’m moving to Canada” and “… hands down the best commercial I’ve ever seen…good to know there’s still great people in this world” dominate comment threads.
How did TD do it? The customers were hand-picked. All were long-term bank clients who were well known to branch staff. They were asked to come in to participate in a focus group to evaluate a new ATM system. They didn’t know they were coming in to receive specially selected extravagant gifts. The reactions are all real.
So what do you think? Is this an example of a financial institution effectively breaking down the barrier of impersonality, or is TD Canada overplaying the schmaltz card? As far as we’re concerned, it’s getting a little dusty in here.
See it here.