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TD Insurance shows how easy it is for Canadians to protect themselves, through a national integrated campaign from DraftFCB.
It’s the first time TD Insurance has promoted its products on TV, said Sarah Green, account director, DraftFCB. In the past, advertising efforts consisted mainly of direct marketing and in branch collateral.
To broaden its reach and to support the brand relaunch of its entire line of products (home, auto, credit protection, life and health insurance) under the TD Insurance umbrella, TD and Draft created a campaign that includes a 30-second TV commercial, newspaper and magazine ads, and the microsite, Protect.TDInsurance.com.
“Over one-third of Canadians know that they are under-insured, but few have done anything to fill the gap,” said Green. “We also knew that consumers are looking for an insurance company that will protect them and their family—they want a company they can trust to protect what is important to them.”
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.”
The TV spot wraps up this week, while the magazine ads run until December. The Media Company handled the buy.
