CHERRY HILL, N.J., July 27, 2015 /PRNewswire/ -- Banking often
seems cold and impersonal, more about transactions than real, human
relationships. But one bank is on a mission to make banking human
again. TD Bank, America's Most Convenient Bank®, today
announced its third "Bank Human" campaign, which uses
cinematic-style advertisements to illustrate that it doesn't take
superhuman powers to solve customer problems.
Launched in 2013, TD Bank's Bank Human campaign originally
highlighted common customer frustrations, such as waiting a week to
get a debit card or dealing with automated tellers, contrasting
these unpleasant banking transactions with TD Bank's uniquely human
experience.
Bank Human 3.0 centers on what customers need by highlighting
common pain points such as the natural tendency to run late, the
desire for convenience and the need to balance spending and saving,
recognizing that customers' problems are important to them. The
campaign takes a light-hearted, entertaining approach, rather than
heavily promoting the Bank's products and services. In keeping with
the Bank's core values, the campaign portrays a diverse group of
customers that mirrors the vibrant diversity of the customers it
serves, including a same-sex couple.
Another key hallmark of this campaign is its omni-channel
approach, which reflects TD's commitment to enabling seamless
access to full-service banking over the channels today's customers
prefer to accommodate their busy lives. Featuring contextual ads
for online media, interactive billboards with personalized tweets
and local engagement over social media, Bank Human 3.0 demonstrates
TD Bank's commitment to connecting seamlessly over multiple
channels.
"We've taken a human, light-hearted approach to how we tell our
stories, with an emphasis on sharing local stories and inspiring
real conversations across a variety of digital, social and offline
channels," said Vinoo Vijay, Chief
Marketing Officer, TD Bank. "This aligns with our commitment to
delivering leading omni-channel solutions without sacrificing the
personal experiences that make us the one and only human
bank."
The new campaign features a variety of contextual advertisements
tailored for multiple media. For example, the commercials, which
debuted in movie theaters this summer, have a distinctly cinematic
feel, while the Internet "bumper ads" on Hulu and other digital
video providers are quick and entertaining. Some markets also will
feature interactive billboards, responding to real customer
tweets.
Bank Human 3.0 is currently playing on:
- Movie theater screens – Bank Human ads will run before previews
at summer blockbusters in select cinemas through the end of
August.
- Television – Three different commercials will run in select
markets from Maine to Florida, now through October.
- Social media – Localized Bank Human 3.0 content will be
featured on TD Bank's social media platforms, including Facebook
and YouTube.
- Internet – Interactive "bumper ads" will run on Hulu, YouTube
and other online digital providers, giving consumers their choice
of theme. Sponsored content and display ads will also display on
multiple websites now through October.
- Outdoor – Interactive billboards will display personal messages
that respond to real customer tweets, such as "Happy Friday,
Tom."
- Mobile – Videos and other content will be available on mobile
platforms.
"TD is telling stories that address fundamental human truths,
recognizing that since our customers' problems are big to them,
they are big to us too," Vijay said. "It's not just about banking;
it's about making people's lives better based on a deep
understanding of the customers and communities we serve."
To learn more about TD Bank, Member FDIC, stop by a store, visit
us at www.tdbank.com or find us on social media at
www.facebook.com/TDBank and www.twitter.com/TDBank_US.
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 8
million customers with a full range of retail, small business and
commercial banking products and services at approximately 1,300
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