Bringing the green room into the living room, TD Canada Trust is partnering with CTVglobemedia for the largest integrated marketing campaign of its kind by a Canadian bank. A multi-platform initiative, Up Close & Comfortable, goes centre stage, back stage and on location featuring interviews with the creative minds behind some of CTV’s Top 20 hits, all while seated in TD’s comfortable green chair. Shows include CSI, Lost, American Idol, Grey’s Anatomy, Desperate Housewives, Flashpoint, SportsCentre, Dancing with the Stars and more across CTV, /A\, TSN and BNN.
“The series of Up Close & Comfortable interviews are truly unique as television experts take time out of their production schedules and get comfortable by sharing never-before-told stories about what happens on and off the set, all while kicking back in the comfort of our TD Canada Trust Green Chair,” says Dominic Mercuri, Executive Vice President, Marketing, TD Canada Trust.
The multi-platform campaign leverages a number of CTVglobemedia properties to reach consumers on a more personal level, while reinforcing the TD Canada Trust comfortable banking positioning. Though other financial institutions have leveraged product integration, TD has taken it to the next level, integrating with dozens of hit series, personalities, channels and platforms.
“This innovative program is a prime example of where advertising and media are heading. The Up Close & Comfortable campaign allows us to engage consumers through a variety of different media, in a way that embodies what banking at TD is all about – comfort,” continues Mercuri. “We are proud to spearhead this innovative approach to marketing and advertising.”
The Up Close & Comfortable campaign has been granted unprecedented access to top Canadian and American programs, including on-set interviews with directors, writers and other creative positions behind the scenes.
“Up Close & Comfortable is unprecedented in so many ways,” said Carmen Lago, Director, Brand Partnerships, CTV Inc. “The magnitude of the access we’ve been granted to TV’s top series is truly extraordinary, allowing us to execute not only a ground-breaking campaign for TD Canada Trust, but fascinating, behind-the-scenes content for our viewers as well.”
The initiative was led by Starcom and developed together with CTVglobemedia. Up Close & Comfortable was created in-house by CTV Brand Partnerships. The television campaign is directed and produced by CTV Creative Director, Patrick McCann. Carmen Lago is Director, Brand Partnerships, CTV Inc. Mary Kreuk is Vice-President, Marketing, CTV Inc.
