Why TD Bank's Emotional 'Thank You' Video Is Marketing Magic

Free Book Preview: Brand Renegades

Discover how two entrepreneurs used unconventional business strategies to turn their startup into a multimillion-dollar company.
Former Staff Writer
2 min read

Under normal circumstances, a talking ATM machine would be cause for alarm.

But at TD Canada Trust, whose 1,100-plus branches service 11 million customers across Canada, it’s the premise for a viral video campaign that has affirmed the incomparable value of expressing gratitude to your customers.

The video, which currently counts roughly 4 million views on YouTube, was part of a larger initiative dubbed #TDThanksYou in which the company -- for no apparent reason -- decided to thank over 30,000 of its customers last Friday.

Related: How WestJet Won Christmas With the Best Publicity Stunt Ever

Employees handed out $20 bills to every customer inside any branch at 2 p.m., and notified customers accessing the bank via phone or online that they would receive a direct deposit as well.

Related: Making Gratitude Part of Your Company Culture

"A thank you can change someone's day,” said Tim Hockey, the bank’s president and CEO, in a statement. "We know Canadians have a lot of choice when it comes to where they bank, and we wanted to say that we appreciate that they continue to choose TD."

As if that weren’t reason enough to book the next flight to Canada, the bank also released the above video. After setting up an “Automated Thanking Machine” in a local branch, TD invited some of its most valued customers to try out the contraption.

The resulting video is as emotionally poignant as it is commercially impactful. Case in point: “As I was just talking about switching to TD last week, this has made up my mind,” wrote one YouTube commenter, Harrison Houde.

Related: Here's Why Your Envy-Inducing Facebook Feed Is All Just a Big Fat Lie (Video)

More from Entrepreneur
Our Franchise Advisors are here to help you throughout the entire process of building your franchise organization!
  1. Schedule a FREE one-on-one session with a Franchise Advisor
  2. Choose one of our programs that matches your needs, budget, and timeline
  3. Launch your new franchise organization
Make sure you’re covered if an employee gets injured at work by
  • Providing us with basic information about your business
  • Verifying details about your business with one of our specialists
  • Speaking with an agent who is specifically suited to insure your business
Whether you want to learn something new, be more productive, or make more money, the Entrepreneur Store has something for everyone:
  • Software
  • Gadgets
  • Online Courses
  • Travel Essentials
  • Housewares
  • Fitness & Health Devices
  • And More

Latest on Entrepreneur