TD and Ogilvy Canada Support Homebuyers Navigating Today’s Topsy-Turvy, Turbulent Market

TD has just launched its ‘Mortgage Rollercoaster’ campaign to support homebuyers navigating today’s topsy-turvy, turbulent market.

Rising interest rates, the constantly changing housing market, and discussions of a looming recession have all left Canadian home buyers feeling uncertain in the face of unpredictable economic forces. While mortgages have always been a big decision, they’re even more daunting in the current market. Homeowners are puzzled: “Will interest rates rise?” “Will housing prices drop?” "If I get a mortgage now, will I be stuck?"

The ‘Mortgage Rollercoaster’ campaign leans into this insight of feeling stuck, without a sense of power or an understanding of your options, strategically positioning TD’s flexible mortgage solutions as a way to empower customers’ decision-making.

Creatively, this idea was brought to life using the analogy of being on a rollercoaster ride — ‘Your mortgage shouldn’t feel like a wild ride.’ Rather, TD will help you take control, allowing you to speed up or slow down payments. With a flexible mortgage, you have room to manoeuvre to help your mortgage adapt to you. Plus, TD offers an extra cash bonus of up to $4,000 with your new mortgage.

“Purchasing a home and getting a mortgage can be a big, life-changing decision, and recent rate and housing market volatility has left many customers feeling uneasy. At TD, we’re focused on helping customers take control of what may feel like an overwhelming experience and supporting them through a range of flexible mortgage options and personalised advice from our dedicated mortgage specialists,” said Ashley Martin, AVP marketing, TD Real Estate Secured Lending.

The national ad campaign will broadcast three TV spots, one 30-second and two 15-second spots from April 10th to July 9th. The broader ‘Mortgage Rollercoaster’ campaign extends to the OOH, digital and influencer campaign led by TD’s internal agency A361 and influencer agency Diamond. The digital campaign will include one 30-second spot, three 15-second spots, and three six-second spots, launching via YouTube, FB, and IG.