TD Bank has extended its tear-jerking #TDThanksYou campaign, raising customer appreciation day—and #TBT Throwback Thursdays—to new heights.
The bank asked its customers to share their stories—and the response was the stuff of marketing magic, where message and execution align. From little triumphs to major milestones, #ThenAndNow was designed as a thank-you for lifelong relationship.
TD Canada teed it up with this tweet, sharing its then-and-now video showing how it paid tribute to real, long-term customers in a “This Is Your Life”-style surprise.
— TD (Canada) (@TD_Canada) July 23, 2015
— Jeff likely (@LikelyJeff) July 23, 2015
TD’s US branches also got in on the action:
— TD Bank (@TDBank_US) July 23, 2015
Its homepage at TD.com also featured the campaign with an interactive confetti overlay with the copy: “From test drive, to owning a ride. Thank you for letting us be a part of your then and now. #TDThanksYou”
The Facebook messaging included this #TBT look back at how times have changed:
The sixth-largest bank in North America, TD strives for differentiation with extras like being open seven days a week. But mostly, its distinction is a very public posture of gratitude — as the related #BankHuman hashtag underlines — toward its customers throughout the year and the entire customer relationship, as this campaign — once again — shows.
Below, a look at some of the then-and-now images of customers featured in its video:
In last year’s #TDThanksYou campaign (#TDVousDitMerci in French), videos of ATM machines and bank employees thanking customers for choosing TD went viral and racked up millions of views.
“A thank you can change someone’s day, so that’s why we have been surprising our customers across Canada, to say ‘TD Thanks You,’” said Tim Hockey, President and CEO, TD Canada Trust at the time. “We know Canadians have a lot of choice when it comes to where they bank, and we wanted to say that we appreciate that they continue to choose TD.”