PRODUCT: TD Mortgages
TARGET: First-time homebuyers.
THE BRIEF: How do we position TD as the go-to bank for first-time homebuyers?
BUILD TRUST, OF COURSE.
Buying your first home is scary as hell. Not only is it the biggest purchase you’re likely to make, but there’s a TON of crucial terminology you don’t understand. Amortization? Variable interest rates? Open vs. closed? Huh?? This creates discomfort and anxiety.
THE CONCEPT: TD in 20
To solve this problem, we created a series of 12 TD-branded videos, explaining every major mortgage concept in just 20 seconds or less.
Using a relatable and reliable fictional new homeowner as the brand’s voice, we helped TD become an authority and educational resource, building confidence and trust in an easy, approachable manner.
Watch the whole playlist of 12 videos here.
TD in 20: Amortization vs Mortgage Term: What’s the Difference?
TD in 20: Open vs Closed Mortgages: What’s the Difference?
TD in 20: What is a Down Payment?
TD in 20: Using your RSP for a Down Payment