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."