TD Bank Distributes Small Gestures of 'Free' - Event Marketer

TD Bank Distributes Small Gestures of ‘Free’

DB_TDBank_2007 Ex
Brand: TD BANK
Agency: PIERCE
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (CONSUMER)
Year: 2007

TD Bank got up close and personal with mid-Atlantic residents when it acquired and transitioned from the local Hudson United Bank to TDBN in New York, New Jersey, Pennsylvania and Connecticut.

After an internal launch to employees in five key markets, TDBN free agents introduced the bank to the community via a community giveback called small gestures of free, which offered citizens free branded newspapers, coffee, bottled water, popcorn, ice cream and lip balm. Twenty free agent teams flooded locations outfitted in branded attire, executing three initiatives daily to spread the bank’s no-ATM-fee news.

During the final phase, teams mobilized at nine large-scale venues and malls to convert more difficult sales through longer, more immersive engagements, targeting consumers in a purchasing mindset or a browsing atmosphere. New account openings doubled from the week prior to the launch and by program end were up 130 percent over the previous period.

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