TD Bank warmed hearts across the globe with its latest marketing campaign that was so emotional it didn’t feel like marketing.
The purpose of the campaign was surprising: through it the bank just wanted to say thank you to its customers. But the way the bank decided to do it was memorable.
Special ATMs, set up in four TD locations across Canada, were transformed for a day into “Automated Thanking Machines’’ that besides cash could dispense targeted gifts for few lucky customers.
The customers were selected by the branch employees as they knew better which of their customers stood out as deserving of special recognition. 20 people were selected in total. As Chris Stamper, TD’s senior vice president for corporate marketing, wrote in an email some of them “have been through tough times, and some are just wonderfully kind and caring people’’.
The lucky customers were told they would be helping test out a new ATM design, but much to their surprise when they approached the ATM this started speaking with them, and even knew their names. The surprise achieved its peak when the Automated Thanking Machines dispensed them exactly the gifts they would have dream at.
An additional 40 people weren’t preselected but simply happened to be in one of the lucky branches at the right moment. They also received various gifts.
All those people’s priceless reactions were filmed for a YouTube video that instantly became viral. At this moment the video already overcome 5 million views. Enjoy it!