TD Canada Trust is acting grumpy to tout the convenience of its mobile mortgage specialist program in its latest national ad campaign.
The specialists provide clients advice about mortgages at times and locations that suit customers’ busy schedules, explained Joan Dal Bianco, vice-president, real estate secured lending at TD Canada Trust.
“They’ll come to you, meet with you wherever. If you want to meet at a coffee shop at nine at night, or if you want to meet at your home, or your place of business they’ll come to you,” she said.
This marks the first time the financial institution has promoted the service since it launched five years ago with approximately 50 specialists, said Dal Bianco.
Consumer research indicated that most consumers were unaware of the service, which has grown to just over 600 specialists, said added.
“We felt it would be great timing to let everyone know that we have these specialists, particularly in the [economic] environment we’re in,” she said.
TD Canada Trust is promoting the service with newspaper, web, TV, in-branch posters and collateral from its creative agency DraftFCB.
Launched yesterday, the TV commercial once again uses what TD playfully refers to as the “Grumpy Old Men.” The elderly bench-sitters are outside a TD location discussing the service.
“I am too important to leave the comfort of my own home,” says one, mocking those who use the service. “Bring my groceries. Bring me pizza. Bring me a mortgage.”
The grumpy old men “really resonated with consumers; we’ve used them a few times now with our brand advertising,” said Dal Bianco. “They seem to deliver the message that we want to get across, and seem to be well recognized as the anti-comfortable experience, demonstrating how comfortable it is to bank with TD.”
The black and white print ad features a mortgage specialist and a consumer sitting on TD’s plush green armchairs, which have been placed within a ferris wheel. The headline reads: “Get mortgage advice wherever you are.”
The campaign wraps up in June, with The Media Company handling the buy.
