Skip to main content

Screenshot from a TD Bank ad campaign on YouTube.

Playing on people's emotions can pay off.

Last year, TD released an online video that went viral, showing ATM machines that spoke to individual customers, and rewarded them for their loyalty with surprises. The stunt won plenty of chatter on social media for the bank, and now it has also been honoured as the best campaign of the year. It was named "Best of the Best" at the Canadian Marketing Association Awards on Friday night.

The annual awards looked at campaigns in an 18-month period, from Dec. 1 2013 to June 1 of this year.

Story continues below advertisement

The video, produced by TD's agencies Diamond Integrated Marketing and Leo Burnett Toronto, has attracted more than 22-million views on YouTube. According to research from Google Inc., 3.6-million Canadians said the campaign "positively changed their feelings towards the bank."

Report an error Editorial code of conduct
Due to technical reasons, we have temporarily removed commenting from our articles. We hope to have this fixed soon. Thank you for your patience. If you are looking to give feedback on our new site, please send it along to feedback@globeandmail.com. If you want to write a letter to the editor, please forward to letters@globeandmail.com.

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff.

We aim to create a safe and valuable space for discussion and debate. That means:

  • Treat others as you wish to be treated
  • Criticize ideas, not people
  • Stay on topic
  • Avoid the use of toxic and offensive language
  • Flag bad behaviour

Comments that violate our community guidelines will be removed.

Read our community guidelines here

Discussion loading ...

Cannabis pro newsletter
To view this site properly, enable cookies in your browser. Read our privacy policy to learn more.
How to enable cookies