TD Insurance Flips the Script: Subverting Negative Stereotypes about Car Insurance

TD Insurance has just launched its ‘Thrill Your Ride’ campaign to make safe driving unexpectedly rewarding with TD Insurance: Claims Free Reward!

TD Insurance wanted to flip the script — subverting negative stereotypes about car insurance, by rewarding both new and existing customers when things go right. For having no previous claims, customers save up to 35% off their car insurance, which positively reinforces safer driving.    

By illustrating how ordinary "safe driving" can be thrilling and rewarding, the ‘Thrill Your Ride’ campaign rethinks the value customers get from their insurers and reinforces the feeling that TD insurance is there for you through the good (to celebrate) and the bad (for support).

“Driving differentiation is crucial to a brand's success. As the #1 direct-to-consumer insurer in Canada, we feel there are many reasons which make us special. TD Insurance's Claims Free Reward is another example of how we are providing value to customers.  In today's environment, consumers are more price-conscious than ever before, and this is another example of how TD is helping Canadians save on Insurance,” said Alan Wen, vice president, marketing, TD Insurance.   

The TD Insurance Claims Free Reward campaign launched on April 3rd with a full-funnel strategy including mass media: TV (connected & linear), OLV, OOH, digital display, social, SEM, and owned channel onsite placements.  

The campaign is broadcasting two TV spots, one 30-second and one 15-second spot from Monday, April 3rd to Sunday, June 18th, airing regionally in Ontario, Alberta, and Atlantic Canada. The digital campaign launches via YouTube, FB, IG and TikTok. The ads will also appear on billboards, as well as on social media, with integrated content developed by TD's internal creative agency, Agency 361.