TD Insurance Hits a High Note with ‘Ways to Save’ Campaign

TD Insurance launched their 'Ways to Save' campaign at the 2024 Academy Awards. Created in collaboration with Ogilvy, TD Bank Group ('TD')’s Agency of Record, this major campaign spotlights TD Insurance’s Savings Commitment - to get customers the best coverage for their needs, at the best price. With over 30 ways to save on home and car insurance, 'Ways to Save' highlights how customers can combine their savings, creating a tailored way for anyone and everyone to save. The new campaign celebrates how customers can create savings so personalised that they deserve to have jingles created just for them. 

‘Ways to Save’ challenges expectations of insurance, where premiums are based on norms and averages. This campaign aims to celebrate the uniqueness of each individual and their specific Ways to Save. It also responds to insurance consumers who are price-sensitive in the current economic climate.

“We are thrilled to launch our TD Insurance 'Ways to Save' campaign," said Maja Neable, chief marketing officer, Canada, TD Bank Group. "It is an expression of our commitment to meeting customer needs through the entirety of our brand, especially during a challenging financial time for many Canadians. Insurance is often seen as a one-size-fits-all category, but the fact is that Canadians want to be understood and appreciated as the unique individuals that they are, not just as one among many. We want to reinforce something more positive for people - that TD Insurance offers the coverage that best suits their distinct needs, with truly tailored discounts. This campaign is our light hearted invitation to all customers to find their ways to save.” 

“There are so many ways to save with TD Insurance. To emphasise just how customised TD Insurance savings can be, we made a jingle for one person, celebrating the unique ways that help them save,” said Francesco Grandi, chief creative officer of Ogilvy Canada. “Also, I apologise in advance. You will get this jingle stuck in your head for eternity.” 

In the spirit of personalisation, Ogilvy also considered how to uniquely show up in the Quebec market. This campaign includes a custom Quebec execution, adapting the creative to reflect the nuances of the market and better reach its customers. To do so, they engaged Damien Robitaille - a recognisable Quebec personality who gained a large following during the pandemic when he covered popular songs on his social channels.  

There will be more assets that roll out in the coming weeks. In addition to the aired commercial spots, the campaign will also be extended across social, with a series of unique jingles highlighting different savings combinations. Ogilvy oversaw the campaign strategy, creative development and production of TV, OLV and social. TD’s internal agency, Agency 361, created OOH, audio and digital content, while Diamond handled Influencer extensions. TD’s media AOR, Unison, handled the media buy.