TD BANK FINANCIAL GROUP BREAKS RSP CAMPAIGN, TD CANADA TRUST BRANDING EFFORT CONTINUES
By Adnews Staff
TD Bank Financial Group has begun a new RSP campaign that aims to inspire confidence in Canadian investors. The multimedia "It's a Matter of Confidence" initiative includes in-branch collateral materials as well as newspaper, radio, magazine, online and transit advertising. The $6 million effort is the financial group's largest single advertising campaign of the year, said Dominic Mercuri, senior vice-president of advertising and marketing services for the group. The creative describes the group's investment products and services for helping investors find the right RSP. Created by FCB Toronto, the campaign will run through the RSP season. Advertising will be accompanied with a PR program from National Public Relations which will include the second annual TD Wealth Management RSP Survey. TD Bank Financial Group includes TD Canada Trust, TD Securities, TD Waterhouse and TD Wealth Management.
In related news, the bank is continuing its television "captions" campaign with a new 30-second commercial called "Question Mark". The bank's branding campaign began in October, making use of the theme "Banking can be this comfortable." The new spot focuses on personal investing and is the last in a series of three. The ad shows various people with investment questions floating as captions above their heads. It is running nationally in English and French in rotation with "Know Your Name", the first ad in the series, and "Big Cheese", the second ad. "Know Your Name" showed people with captions such as "some guy" and "some kid" above their head. As a man walked into a TD Canada Trust branch his caption changed from "some guy" to "Mr. Martin". In "Big Cheese" people appeared with the captions over their heads such as "Big Cheese", "Top Dog", "Head Honcho", "Numero Uno" and "Grand Pooh-Bah".