TD

TD Mortgage offers a Mortgage Payment Vacation feature, allowing homeowners to plan ahead to take up to a four-month break from their mortgage payments, freeing up their money to do other things.

Thus was born the "Dear Mortgage" campaign. We invited consumers to write a "Dear John" letter to their mortgage, asking the question: "What would you do with a four-month Payment Vacation?"  The campaign featured 30+ unique handwritten "Dear Mortgage" letters dramatizing all kinds of dreams and aspirations. The letters came to life in print, transit, OOH, and digital display and video.

The campaign achieved the highest brand recall (6%) and brand link (13%) among all competitors in the market.