Spotted! TD lights up the skies to thank customers

The initiative is part of the brand's campaign "TD Thanks You," launched in 2014.

TD is celebrating the 10-year anniversary of it’s “TD Thanks You” initiative by lighting up the sky.

The brand launched a drone show at HTO Park after the Toronto Blue Jays game on July 2. The show culminated with a giant QR code floating in the sky directing visitors to a microsite with additional information about the activation. Customers could also enter to win concert and CCMAs tickets, as well as a 25% discount on food at Union Summer market.

In the following weeks, TD will also launch drone events in Halifax, Vancouver, and Calgary. It is promoting the shows through social media, media relations, and local radio stations.

The “TD Thanks You” campaign was launched in 2014 to express gratitude to customers for trusting TD for their banking needs.

TD VP North American brand and sponsorships Michael Armstrong tells Media in Canada that the campaign began with automated thanking machines and in-branch surprises for customers, but now the initiative has evolved to recognize all TD customers and the brand’s positive impact on local communities. “To celebrate 10 years of ‘TD Thanks You’, we’re taking our appreciation further by owning a broader insight rooted in appreciation for all,” Armstrong says.

The activation coincides with TD’s current positioning, which is focused on putting people at the center of all its marketing strategies.

TD has always been rooted in putting people at the heart of everything we do, because we understand people matter the most,” Armstrong says. “That’s why we’re committed to making banking easier, providing value, and offering trusted advice, whether that’s through our day-to-day banking offers or through campaigns like ‘TD Thanks You’.”

The drone initiative, Armstrong adds, is an example of how TD is embracing new technologies to offer different experiences to customers and add value to the brand. Additionally, it is helping them to test and learn how customers interact with new technology.

“In a time where the pace of technology is accelerating daily, we recognize the impact adopting digital innovation can have on our business performance,” he says. “Not only does it help us stay competitive in the marketplace, but more importantly it helps to drive and create value for our customers.”

Unison handles media buying and MSL Group is in charge of public relations. Diamond Marketing Group led strategy, creative development and production. Illumin Drone and Go Green Aviation managed the planning and execution of the shows.