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Merged Bank Uses Guerilla Tactics to Launch New Brand
Posted By Editor On December 9, 2008 @ 4:21 am In Advertising,Branding,Guerilla & Non-Traditional | 3 Comments
The campaign is built around Commerce Bank’s slogan, “America’s Most Convenient Bank,” something it had been using for years. TD Banknorth decided to retain the Commerce slogan post-merger.
Some will win a personal chef, chauffeur or house cleaner in the “At Your Convenience” sweepstakes. In guerrilla “Random Acts of Convenience,” thousands of people will be handed a free cup of coffee or an umbrella on a rainy day, while mall shoppers, from Thanksgiving to Christmas, will receive free gift wrapping, gift consulting, and premium shopping bags.
The “Random Acts of Convenience” guerrilla launch includes:
TD Bank will also be partnering with over a thousand pizza parlors and dry cleaners to offer “Convenience Surprises,” pies and laundry to your door — at no charge.
“We tried to explore things that were convenient,” a representative with TD Bank’s ad agency said. “We’re doing anything that makes people’s lives more convenient.”
Brand ads in newspaper and outdoor will concurrently emphasize TD conveniences like seven-day banking, extended hours, free coin counting, free lollipops and doggie treats. TD has ads dominating New York’s Grand Central Station and Philadelphia’s 30th St. Station.
Advertising media includes:
“Regis & Kelly” 
Initial brand advertising TV and radio features a nervous Regis Philbin struggling to cope with change, and an unperturbed Kelly Ripa. The bank is running 8,400 TV and 9.000 radio :60s of the “Regis & Kelly” spots.
The campaign is the first for TD Bank produced by Tierney Communications  out of Philadelphia.
Tierney Communications started as Commerce Bank’s agency when it had just 55 locations, twelve years ago. At the time of the merger there were 575. Tierney Communications, Philadelphia, part of the global Interpublic network, is a full-service advertising and public relations agency.
The brand campaign will be ongoing.
“Convenience Surprise” Retail Partnerships
400 parlors will give away 20,000 pizzas in special gift boxes. Free dry cleaning and delivery will come from 620 dry cleaners.
“At Your Convenience” Sweepstakes
Prizes you can win for a full week: personal chef, personal limo, groceries (including delivery), dry cleaning (including delivery), and house cleaning.
Online “TD Bank Theater” 
A JibJab-style interpretation of the “Regis & Kelly” spot.
Article printed from The Financial Brand: Marketing Insights for Banks & Credit Unions: http://thefinancialbrand.com
URL to article: http://thefinancialbrand.com/3672/td-bank-brand-campaign/
URLs in this post:
 naming hiccups: http://thefinancialbrand.com/2008/06/12/update-on-td-commerce-name-dispute/
 TD Bank.: http://www.tdbank.com/
 Image: http://thefinancialbrand.com/subscribe/
 “Regis & Kelly”: http://www.youtube.com/watch?v=OZf-Hau4CPk
 Tierney Communications: http://thefinancialbrand.comwww.tierneyagency.com/
 Image: http://thefinancialbrand.com/wp-content/uploads/2008/12/td-espresso-cart.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2008/12/td-hotdog-stand.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2008/12/td-pizza-box.jpg
 Image: http://www.tdbanktheater.com/
 Online “TD Bank Theater”: http://www.tdbanktheater.com
 : http://sol4.gsp.sk1.yahoo.com/tdbankgiftfinder/
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