2024 Winner
BronzeOnline Film
TD
"We Are On Your Team"
Ethnicity Matters
"We Are On Your Team"
Ethnicity Matters
With “We Are On Your Team,” by Ethnicity Matters, TD aimed to engage South Asian consumers through their love of cricket. The bank had secured a presenting sponsorship for the Canadian broadcast of the ICC Men’s World Cup, the biggest championship in international cricket and one of the most viewed sports events in the world, providing a prime opportunity for engagement.
The film depicted the tension between cricket fandom and the unexpected expense of travelling back home, ultimately showing how TD helps consumers plan for goals and navigate financial challenges. TD captured audience attention beyond benchmarks, achieving a video completion rate of over 85% and nearly doubling the YOY
click-through rate.
The film depicted the tension between cricket fandom and the unexpected expense of travelling back home, ultimately showing how TD helps consumers plan for goals and navigate financial challenges. TD captured audience attention beyond benchmarks, achieving a video completion rate of over 85% and nearly doubling the YOY
click-through rate.
Credits
Jackie Leung, Senior Manager, Marketing Planning - TD BankMahbuba Nahid, Marketing Manager, N2C Segment and Multicultural - TD Bank
Wendy Castillo McFarlane, Managing Director - Ethnicity Matters
Waseem Shaikh, Group Creative Director - Ethnicity Matters
Winnie Biala Mittal, Group Account Director - Ethnicity Matters
Wesley Lai, Account Director - Ethnicity Matters
Natasha Habib, Account Executive - Ethnicity Matters