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.
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."