TD Bank helped answer questions about retirement yesterday through a one-day page domination on the Toronto Star’s homepage.
On the right-hand side of TheStar.com, visitors saw what the paper calls an “XXL,” a 300 x 900 box ad with a photo of Patricia Lovett-Reid, senior vice-president, TD Waterhouse Canada. A banner ad also ran across the top of the page.
Visitors had the option of expanding the ad to take up the width of the page, and revealing three 20-second videos, all of which featured Lovett-Reid discussing retirement options.
At one point, a small ambient version of Lovett-Reid walked into the middle of the screen, inviting visitors to watch the videos.
One of the videos started playing as soon as the ad has been expanded, driving viewers to TDRetirement.com or inviting them to take a survey that provided a summary of their retirement needs.
The user could print a summary of the survey to take with them for a personal assessment with a TD representative.
“It’s a great way to get our message out,” said Jeff Smith, associate vice-president, digital marketing, TD Bank Financial Group. “It’s a unique page takeover, it’s not intrusive on the user.”
Response Innovations designed the ads, with Starcom handling the media buy
According to Smith, the Toronto Star is currently the only Canadian publisher offering this kind of online inventory. “It’s important for us to be at the forefront of digital innovation,” he said.
The effort is aimed at 45- to 64-year olds in the pre-retirement phase, he said.
The domination is part of a larger retirement-focused effort that includes TV, print, online banner ads and in-branch merchandising.
