TD Bank: Real Estate Secured Lending 2013 Campaign

This case study describes how TD Bank launched its 'Dear Mortgage' campaign in Canada to differentiate its mortgage offers from those of its competitors and redefine the relationship homeowners have with their mortgage.

TD Bank: Real Estate Secured Lending 2013 Campaign

Leo Burnett

Situation analysis

Overall assessment

To Buy or Not To Buy?

In the aftermath of the global financial crisis of 2008-2009, it seemed like every Canadian and their neighbour had something positive to say about the resilience of Canada's housing market.

And for good reason: with American real estate having lost nearly 30% of its value between 2007 and 2011, there was something comforting about the fact that the average price of a Canadian house had risen over 100% since 2000. [Footnote 1,2]

But by 2013, sentiment surrounding Canadian real estate...

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