2025 Winner

CASE SUMMARY

In a category where insurance is a "grudge purchase" and brands blend together with similar products and offers, TD Insurance needed more than just awareness — it needed connection. Traditional media delivers reach, but it fails to build trust or change perceptions.

The challenge was to move beyond passive impressions and create a memorable 360 experience that would forge a meaningful emotional bond with skeptical consumers, demonstrating TD Insurance’s brand positioning, "Here when you need us”. They saw an opportunity to move from passive awareness to active participation, turning everyday frustrations into moments of brand love and advocacy.

50% of Canadians have nicked their car in parking lots — TD Insurance’s claims data pinpointed high-risk locations ripe for a proactive solution.

“Pole Pillows” transformed accident-prone poles into cushioned protectors, turning a moment of parking frustration into an experience of brand care and connection.

They leveraged TD Insurance's claims data to identify high-incident parking locations where a tangible intervention could make a real difference to drivers.

The brand fabricated oversized, cushioned Pole Pillows designed to wrap around poles in claims data-identified locations, creating a physical touchpoint of care.

They installed Pole Pillows in high-traffic, accident-prone parking lots, turning potential hazards into brand touchpoints that offered immediate, practical assistance.

The agency seeded the story with influencers, allowing them to discover Pole Pillows "in the wild" and share their experiences, generating authentic conversations and building intrigue around the brand's
proactive approach.

They officially launched the campaign, revealing the purpose behind the Pole Pillows. Engaged the audience by crowdsourcing suggestions for future Pole Pillow locations, fostering interaction and extending reach.

The integrated media strategy combined multiple channels to maximize impact. Online video (OLV) showcased “Pole Pillows” in action, using dynamic storytelling to enhance engagement and reinforce the campaign's emotional appeal. Digital out-of-home (DOOH) placements featured static assets near parking areas where “Pole Pillows” were installed, ensuring maximum visibility and aligning brand presence with moments of need. To further deepen audience connection and spark conversation, a behind-the-scenes video was also shared on TD Insurance’s organic social channels.

Strategic planning played a unique role by transforming claims data into actionable insights that informed every aspect of the campaign, from identifying high-risk locations to shaping a media strategy that combined storytelling with utility. By integrating real-world solutions into its brand messaging, TD Insurance elevated the promise of being "Here when you need us" from an abstract statement to a tangible action. This approach not only showcased proactive customer care but also redefined the way the brand connects with consumers both emotionally and functionally.

The campaign delivered outstanding results, showcasing the power of a connection strategy that extends beyond reach. It generated 22 million earned impressions through national media coverage and widespread online conversation, amplifying its impact well beyond the initial activations.

“Pole Pillows” also achieved 12.67 million video views, reflecting how much people connected with the story, and earned 100% positive sentiment, reinforcing alignment with TD Insurance’s brand positioning and emotional resonance. Beyond awareness, the campaign provided functional value by preventing damage in high-risk locations — cars rubbed against them so often that they required frequent cleaning and resetting. This tangible proof of support elevated brand equity, as TD Insurance transformed data into real-world help that built trust and loyalty among consumers. Business results also reflected the campaign’s success, with quotes up 29% year-over-year and written premiums (revenue) increasing by 34% during the
campaign period.

The success of the campaign extended beyond immediate results, shaping how TD Insurance approaches its market strategies. It demonstrated the value of integrating real-world solutions into brand messaging to foster deeper emotional connections with audiences, while setting a new standard for customer care in the auto insurance category by blending creativity with functionality. The campaign also reinforced TD Insurance’s positioning as a proactive partner in moments that matter most to customers, driving long-term brand preference and differentiation.

Through innovative media integration — including dynamic video storytelling and strategic DOOH placements — TD Insurance created a cohesive campaign that maximized visibility while delivering meaningful engagement at key touchpoints. This connection strategy not only drove immediate results but also reshaped how the brand approaches consumer engagement and market presence moving forward.

Credits

TD: Alan Wen, Jayne Wilkinson, Kim Snow, Amber Snyder, Rachel Fyfe,
Diamond: Josh Diamond, Peter Ignazi, Lori Davison, Lorri MacDonald, Darryl Graham, Megan Radisa,
Erika Ymana, Dimple Sahajwalla, Brenna Whyte
Julie Keith, Manasi Sohoni
Mark Graham, Adam Tinker, Lindsey Barnett, Serena Harding

Agnostic (PR): Stephanie More, Mackenzie Biddie, Sherri-Lyn Brown
Unison (Media): Lylia Halimi, Catalina Pena, Deep Doshi, Antonina Samsonikova

Production (Editor): Mike Stephenson
Production Company: PHN
VFX: UPP
PR: Agnostic PR
Media: Unison
Sound: OSO Sound