The creative uses images of cars, homes and people padded with pillows, bubble wrap and foam.
The TV spot follows a man as he walks around a suburban setting, watching people as they try and keep themselves and their possessions protected. He passes a man on his bike who has strapped a pillow to his head and foam to his arms and legs, and waves to his neighbour who has taped pillows to her car. The man is padding-free however, because TD Insurance protect him. “People go out of their way to feel protected,” says the voiceover. “With TD insurance, you don’t have to worry, because we make it easy for you to protect yourself from the accidents of life. Get the insurance from the people you trust.”
“Our creative exaggerates the need to feel protected, and ultimately explains that there is an easier way,” said Green. “Consumers can trust TD Insurance to provide them with all of their insurance needs across home and auto, credit protection, life and health, and travel insurance by linking the experience that currently exists from TD Canada Trust and TD Waterhouse.”
Previously their advertising focused on direct marketing and branch collateral.
TD Insurance has an opportunity to build a Tribal Strategy which can leverage the power of trust. For TD Insurance, trust comes in two forms:
- Trust between the consumer and TD Insurance
- Trust between friends and family
With a proper strategy, TD can tap into the second form of trust and make significant gains in market share in a cost effective manner.