TD Insurance launched its “Ways to Save” campaign at the 2024 Academy Awards. Created in collaboration with Ogilvy, TD Bank Group’s (“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 personalized that they deserve to have jingles created just for them.

‘Ways to Save’ challenges insurance expectations, 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 price-sensitive insurance consumers 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 lighthearted invitation to all customers to find their ways to save.”

“There are so many ways to save with TD Insurance. To emphasize just how customized 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 apologize in advance. You will get this jingle stuck in your head for eternity.”

In the spirit of personalization, 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 recognizable 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 created by international music company BUTTER Music and Sound 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 in-branch, OOH, audio and digital content, while Diamond handled Influencer extensions. TD’s media AOR, Unison, handled the media buy.

This professional campaign titled ‘Ways to Save’ was published in United States in March, 2024. It was created for the brand: TD Insurance, by ad agency: Ogilvy. This Integrated medium campaign is related to the Insurance industry and contains 1 media asset. It was submitted 6 minutes ago.

Credits

Client: TD Bank
Global Chief Marketing Officer Tyrrell Schmidt
Chief Marketing Officer, Canada Maja Neable
VP Marketing, Brand Michael Armstrong
VP Marketing, Insurance Alan Wen
AVP Marketing, Brand Sarah Green
AVP Marketing, Insurance Jayne Wilkinson
Senior Group Marketing Manager, Insurance Rachel Fyfe
Senior Manager, Brand: Brad Buset
Marketing Manager, Insurance Heather Sullivan

Creative Agency: Ogilvy
CCO Francesco Grandi
CCO, QC Gavin Drummond
ECD Jamie Marcovitch
GCD Catherine Allen
Copywriter David Weaver
Art Director Samiir Mussa
Creative Director, QC Laurent Prud’homme
French Copywriter Thibaut Delelis
Senior Producer Maddy O’Shaughnessy
Senior Producer, QC Linda Leroux
Chief Strategy Director Jeremy Daly
Group Strategy Director Sarah Almond
Senior Strategist Maddie Pace
Strategy Director, QC Amine Rais
Managing Director TD Sandi Truffen
Group Account Director Kristine Lafreniere
Account Director Connie Ponari
Account Director, QC Alexandra McGregor
Account Supervisor Alyzeh Ahad
Account Executive Kelly Oo

Production Company: Someplace Nice
Director Jonathan Zames
Executive Producer Chilo Fletcher
Line Producer Trudy Turner
Production Manager Craig Watson
Coordinator Melissa Paduada

Music: BUTTER Music and Sound
CCO / Composer Andrew Sherman
ECD Dan Zank
EP Renee Masse
Producer Warren Wolfe
Music Coordinator Anneliese Daley

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