CHALLENGE: TD Bank wanted to increase the popularity of its Home Equity Line of Credit (HELOC).
INSIGHT: Those who took out home equity lines of credit were usually looking to do home renovations. When asked about home renovations, the prospect of renovating a home was an overwhelming and paralyzing experience that caused stress and frustration.
CONCEPT: Sold-in the winning concept and developed a fully integrated campaign to help consumers achieve their renovation dreams with a home equity line of credit. In partnership with HGTV & DIY Network, we toured east coast home-shows arming consumers with the information and education they needed to get started with their home renovations.