We selected and gained access to top programming and talent that would resonate with our audience – to enhance their engagement and entertain. Programs such as American Idol, CSI, Dancing with the Stars, Grey’s Anatomy, Desperate Housewives, and Lost provided access to their writers, coaches and producers. In post production the interviews were edited to capture comfort reference and actual show scenes were added to align with the dialogue–creating fully integrated segments. A custom microsite at www.upcloseandcomfortable.ctv.ca was built to house all the vignettes and extended content. In-show snipes and radio ads pre-promoted and drove viewers online. All interviews were featured in The Globe and Mail’s Review section the morning after the launch of our vignettes ran. The entire schedule delivered our vignettes to over 15 million adults across Canada. Engagement was magnified with a schedule that focused on season finale airings in May and season premieres in September.

The initiative exceeded TD’s expectations, achieving impressive results on all communication and business goals. • Unaided advertising awareness up 12% over pre-campaign baseline• Unaided TD Canada Trust first mentions up 20% over pre-campaign baseline• Brand consideration scores up 15% over baseline• Communication of “comfort” 53% higher than control 30-second brandsell spot• Message interest scores 66% higher than control 30-second spotIt’s a proven success for media partner CTV as well; they’re fielding requests from advertisers interested in replicating the program and from TV production companies who want to get on board with TD Canada Trust.