Insurance Brand Softens the Blow with Car Park ‘Pole Pillows’

Pesky parking lot poles have been causing drivers issues for years. But thanks to a new campaign from TD Insurance and Toronto agency Diamond, those painful parking pole collisions just got a little softer.

To tackle this everyday frustration, TD Insurance turned to its own claims data to pinpoint some of the busiest - and bumpiest - parking lots across the Greater Toronto Area. The solution? TD Insurance-branded ‘Pole Pillows’, soft padded wraps for the concrete poles that often ding, dent, and damage distracted drivers' vehicles.

Now installed at high-traffic locations like the CF Toronto Eaton Centre, CF Sherway Gardens, and CF Shops at Don Mills, the Pillows serve a dual purpose: they prevent parking mishaps while turning advertising into a useful intervention.

Instead of a traditional campaign telling customers how TD Insurance protects them, Maja Neable, senior vice president, CMO Canada at the brand, reveals to LBB that the team saw an opportunity to transform the advertising into a solution itself. “Cheeky, unconventional, and designed to solve a real pain point in a way that makes people smile,” she says of the work. “This bold approach not only showcases our brand’s ability to think differently but also adds a touch of fun to a serious message. Blending creativity with function, the design transforms potential accidents into moments of safe-driving awareness.”

That said, a core objective of Pole Pillows is to underscore TD’s commitment to being there for drivers when they need them the most. On top of protecting the polished paintwork of customers’ cars, Maja also hopes that the campaign sparks dialogue around safe driving and generally builds brand affinity. “We want customers to see TD Insurance as a proactive, innovative brand that helps protect them not just after accidents, but before they happen,” she says. “What better way to demonstrate this than by integrating into these public spaces with a caring, protective initiative that transforms a potential incident into a moment of awareness for safe driving – with a touch of humour. The TD Insurance Pole Pillows is just one example of how TD Insurance is there for their customers, as well as the brand’s effort to initiate change, leave lasting impressions and drive meaningful conversations around parking safety.”

In addition to the pillows, TD Insurance commissioned a new survey with Angus Reid that revealed the frequency of parking lot mishaps. In fact, many Ontarians (59%) have experienced parking lot hits, with 43% admitting to having had their car hit by another vehicle in a parking lot.

Diamond led the campaign’s creative, OOH, social, OLV and influencer work, while Agnostic supported public relations and Unison handled the media buy.