In an initiative dubbed the ‘Fall Appliances Contest,’ which bowed Monday, TD Canada Trust is upping the prizing ante big time, Dominic Mercuri, SVP/CMO, TD Bank Financial Group, tells MiC.

‘This is different from any promotion we’ve done in the past to drive interest in our products and services,’ he says. ‘I don’t believe anyone else has done anything like this – giving away five appliances each to 60 winners across the country.’

You read that right. Each prize pack includes five Whirlpool appliances: a stainless steel 30′ electric range, a side-by-side stainless refrigerator, a Tall Tub stainless dishwasher and a Duet washer and dryer combination. Until September 28, a ballot to enter the contest will be given out with each application for a home equity line of credit or a mortgage that’s deemed eligible by TD Canada Trust.

The reasoning behind the generous giveaway, Mercuri explains, is: ‘We know that home renovations are important to consumers today, and upgrading kitchens makes up a large percentage of that. So we thought: ‘What would be a logical offer to present to consumers to support something they’re already planning to do?”

The quid pro quo for the bank, he adds, is ‘creating some excitement in our branches and bringing attention to our great suite of product offerings. And we will judge the success or failure of this campaign in terms of growing our lending and mortgage business.’

With creative from Draft FCB and media buys by The Media Company, both Toronto-based, an ad campaign supporting the contest broke on Monday in Vancouver, Montreal, Calgary, Ottawa and Toronto. It includes radio spots, newspaper ads in local newspapers in major markets as well as in national newspapers including the Globe and Mail plus FSI inserts, and banner ads in select online sites. As well, there are posters and collateral take-away pieces in TD branches across Canada.