TD Insurance has unveiled its latest campaign, “Ways to Save,” during the prestigious 2024 Academy Awards ceremony. Developed in collaboration with Ogilvy, TD Bank Group’s (“TD’s”) Agency of Record, this campaign shines a spotlight on TD Insurance’s commitment to providing customers with the best coverage at the best price. With a plethora of options offering savings on both home and car insurance, the “Ways to Save” initiative showcases how customers can combine these options to create a tailored approach to savings. The campaign celebrates the uniqueness of each individual, challenging conventional insurance norms by recognizing and celebrating customers’ specific ways to save.
Maja Neable, Chief Marketing Officer, Canada, TD Bank Group, expressed excitement about the campaign, stating, “We are thrilled to launch our TD Insurance ‘Ways to Save’ campaign. It is an expression of our commitment to meeting customer needs through the entirety of our brand, especially during a challenging financial time for many Canadians.” Neable emphasized the importance of acknowledging and appreciating customers as unique individuals, rather than treating them as part of a collective. The campaign aims to convey TD Insurance’s dedication to offering coverage that aligns with each customer’s distinct needs, accompanied by tailored discounts.
Francesco Grandi, Chief Creative Officer of Ogilvy Canada, highlighted the campaign’s focus on personalization and customization. He explained, “There are so many ways to save with TD Insurance. To emphasize just how customized TD Insurance savings can be, we made a jingle for one person, celebrating the unique ways that help them save.” Grandi humorously warned of the jingle’s catchiness, suggesting it might become permanently ingrained in listeners’ minds.
Recognizing the diversity of the Quebec market, Ogilvy tailored the campaign’s creative elements to resonate with Quebec customers. This involved engaging Damien Robitaille, a well-known Quebec personality, to lend his influence to the campaign. Robitaille’s involvement adds a local touch, enhancing the campaign’s relevance and appeal to Quebec audiences.
In addition to television commercials, the campaign will extend across social media platforms, featuring a series of unique jingles created by BUTTER Music and Sound. These jingles will highlight various combinations of savings options, further emphasizing TD Insurance’s commitment to personalized savings solutions. The campaign’s execution across different channels, overseen by Ogilvy, reflects TD Insurance’s comprehensive approach to reaching and engaging its audience.
With its focus on individuality, customization, and savings, TD Insurance’s “Ways to Save” campaign offers a refreshing perspective on insurance, inviting customers to explore personalized ways to save on their insurance policies.
