Thousands of unsuspecting customers were simultaneously and pleasantly surprised while banking with TD today as part of its Automated Thanking Machine campaign today. At exactly 2 p.m. EST Friday July 25th, TD customers at over 1,110 branches received green envelopes containing a $20 bill from over 20,000 TD employees! Customers using TD phone and online banking service were also included as $20 was deposited directly into their accounts. Since TD thanked over 30,000 customers across Canada, a quick calculation has lead to the conclusion that over $600,000 in $20 bills or direct deposit were gifted to customers! In addition to the cash gifts, a TD spokesperson stated “over a dozen customers across Canada received a special customer thanking experience at their local branch through the Automated Thanking MachineTM, such as trips, experiences, RESP contributions etc.“
“It was incredible to see the look of surprise on our customers’ faces,” said Ester Condello, a branch manager with TD Canada Trust. “We say thank you to our customers every day, and we’ll say thank you tomorrow and the next day. Today’s thank you is about all of us at TD working together to shout it from the rooftops.“
“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 press time, 22 hours after the heart warming YouTube video “Sometimes you just want to say thank you #TDThanksYou” featuring TD’s Automated Thanking MachineTM was posted, it has over 119,000 views. According to TD spokesperson, “Local branch employees helped design these very meaningful and individualized thank-you experiences that were ultimately unveiled to their customers through the Automated Thanking MachineTM, an ATM that talks and delivers surprises.“
One of the TD customers, a baseball fan, featured in the video shared his experience. “I can’t believe TD did this – it’s something that I’ll never forget,” said Mike Jobin, a TD customer who received a special thank you experience from his local TD branch in Pickering, ON. “We’re a real baseball family and making the first pitch at a Blue Jays game was at the top of my bucket list. Let’s just say that I had goosebumps the whole time!”
Some readers may want to compare #TDThanksYou to the globally successful “WestJet Christmas Miracle: real-time giving” campaign (over 36 millions views) and think this new campaign is a bit derivative but that would have been a bit unfair. In reply to a question about the potential similarity between the two campaigns, a TD spokesperson stated, “The goal behind the campaign was to thank our incredible customers. We created the concept to provide meaningful thank you surprises to customers and drew inspiration from our unique customer service approach- to strive for legendary experiences. We were focused on developing surprising ways to thank our customer, and less so on what others have done.“
The #TDThanksYou campaign was created by Diamond Integrated Marketing and Leo Burnett.
Disclosure: This reporter is a long timeTD Canada Trust customer but is not affiliated with this ad campaign in any way. This reporter has written many articles about various advertising campaigns since 2006.