The “Zone” on the playing field of the Toronto Blue Jays Baseball Club featured TD green chairs for celebrities, fans and charity representatives who sat in the chairs throughout the season and commented on their comfort. TV camera operators also cut to the chairs at regular intervals.Fans and past competitors of Canadian Idol lolled in the comfort of the green chairs while host, Ben Mulroney, regularly got them to comment on the experience on-air.

Research showed the campaign enhanced brand equity, positively impacted image attributes related to both customer responsiveness and banking convenience and significantly increased the willingness of respondents to consider doing business with TDCT. The campaign generated superb press coverage, celebrity endorsement, support for charities and database development.