TD Bank’s Multimedia Campaign with Human Touch

TD Bank, America’s leading bank, is kicking off 2013 by introducing a fresh creative marketing platform, Bank Human, Again.

Through a fully integrated multimedia campaign, the platform casts customers and employees in the spotlight and brings to life its service.

“Bank Human is all about people—our customers and employees,” says TD Bank’s chief marketing officer Vinoo Vijay.

Six, 30-second lighthearted television spots show a customer struggling with a pen too tightly chained to the desk, a bank closing as a small business customer tries to make after-work deposits, and consumers “interacting” with robotic automated tellers at faceless financial institutions.

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The ads then declare it is time to Bank Human, Again, revealing the customer experience offered by TD Bank from free customer coin counting and the longest banking hours to instant-issue debit cards, and even, free unchained pens.

The campaign will have media touch points across broadcast, print and digital.

According to TD Bank, the new marketing campaign will feature a notable shift from celebrity-driven advertising and marketing to spotlighting customers and employees as the stars.

Additional campaign elements will be integrated across other platforms such as social media and public relations.

The videos will also be found on YouTube and a micro site. Soon in New York City, consumers will find an interactive online map of store locations featuring TD employees offering directions and other information.

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