Pole Pillows

Client: TD Bank

Auto insurance is a necessary but uninspiring category, high in cynicism, low in differentiation, and largely absent of emotional connection. To stand out, TD Insurance needed to prove its brand promise, “Here when you need us,” in a way Canadians could feel. Instead of focusing on claims after accidents happen, TD used proprietary claims data to identify everyday moments of risk before the damage is done. One insight stood out: more than half of Canadians have damaged their vehicles in parking lots.

Parking lot poles, small but costly hazards became a symbol of anxiety, paperwork, and rising premiums. TD Insurance responded with the “Pole Pillow,” oversized green cushioned wraps installed around high-claim poles in identified hotspot locations. By transforming intimidating obstacles into protective brand acts, TD turned a moment of fear into one of empathy, utility, and even humour. The activation launched with influencer discovery, followed by OLV, social, and DOOH amplification. Canadians were invited to crowdsource notorious parking lots, turning the Metro Toronto Convention Centre into a UGC hotspot. The results: 22 million earned impressions, 36 million video views, 100% positive sentiment, +29% YoY growth in quotes, and +34% YoY increase in sales proving that preventative care can build.