01 April 2015

TD Bank scores viral hit with Automated Thanking Machine campaign

30 July 2014  |  11500 views  |  4 tdbank

A marketing campaign in which Canada's TD Bank turned its ATMs into 'Automated Thanking Machines' that distributed gifts to customers has proved a viral hit, racking up more than two million YouTube views in less than a week.

In branches across Canada last week ATMs did not just spit out cash, they also began speaking to customers, thanking them for banking with TD and dispensing personalised gifts.

One customer was given the chance to throw the first pitch at a Toronto Blue Jays game, while another was provided with tickets to visit her cancer-stricken daughter in Trinidad.

In addition, thousands of customers who were in TD branches at 2pm EST on Friday were given $20 bills and people using phone and online banking service were told that they would receive a deposit directly into their accounts.

The campaign has struck a chord on social media, with a YouTube video scoring more than two million views in just six days, attracting nearly six thousand thumbs up. Even the site's notoriously toxic commentators were won over, with the top-rated missive exclaiming: "Banks have a soul? What?!"

A similarly positive response was found on Facebook where the campaign has had more than 8000 shares and 3000 comments, and on Twitter, with people using the #TDThanksYou hashtag to praise the bank.

Comments: (4)

Jeanne Capachin - Capachin Research - Norfolk MA | 30 July, 2014, 16:27

WOW. Really powerful video - made me cry. What's so amazing about this campaign - it's authentic and it's unexpected. Kudos to TD for doing this and for "knowing their customers". I'm sure it was a coordinated effort driven by their branch staff who pulled this together to ID some worthy customers - and the impact is huge - on the chosen individuals and on people like me who see the video.

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A Finextra member | 31 July, 2014, 10:15

I've never seen a more powerful marketing campaign in financial sector - this is the ultimate personalised banking - amazing job, TD!

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Shoumit Bhattacharyya - Oracle - Bangalore | 31 July, 2014, 14:54

This is awesome. The Mom going to Trinidad to look up her cancer-stricken daughter really moved me to tears !                              

Do Banks have a soul ? Yes, they do. With a loyalty rewards initiative so powerful, so personal and so poignant, they will reap the rewards many times over. I can already foresee the (next)  generation signing up to become TD Bank customers, if they already aren't one !  

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Paulo Toldo - Bradesco Bank - Osasco | 01 August, 2014, 12:19

This campain is awesome!!! Excellent example of one-to-one marketing.

TD bank knows details about the customers' dreams and likes, its a huge example of Banks' relationship.

Congrats to this job!!!

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