TD wanted to connect with consumers around a shared passion: music. In 2018, the bank achieved that objective by partnering with the Junos, the most popular Canadian awards show. To make the most of the collaboration, CBC ran a robust multiplatform campaign that included TV, radio and digital components, but also the creation of CBC Music Day, sponsorship of two segments of the awards ceremony and the production of custom content around the webcast on CBC Gem, YouTube, Facebook, Twitter and Snapchat.
And the results of being associated with an event that unifies so many Canadians? Impressive: an 8% increase in brand awareness and a 10% increase in positive perception.