VIA’s campaign introduces the Simply FlexibleSM card that rewards customers with lower interest rates when they pay more than the minimum monthly payment
Portland, Maine, January 4 , 2008—Who wouldn't want to set their own interest rate? The VIA Group today announced the January 7 launch of its latest campaign for TD Banknorth highlighting a new suite of credit cards from the bank that offer cash, points or flexible interest rate rewards.
The campaign includes a 30-second television spot, print, online and in-branch marketing, and covers TD Banknorth's New England and Mid-Atlantic footprints, including New York, Philadelphia, Boston, Springfield, Mass., Burlington, Vt., and Portland, Maine.
"Our Simply Flexible advertising was developed to simply communicate a benefit that we think will be game-changing for both consumers and the financial services industry—a credit card that puts users in control of their interest rates and actually rewards them for paying down their balance," said Thomas Dyck, executive vice president of retail product management for TD Banknorth.
The TV spot highlights the Simply Flexible card's ability to remove one of the hassles of banking—high interest rates. Building on TD Banknorth's "hassle-free banking" theme, that was introduced by VIA in a 2007 brand campaign, the spot demonstrates the ease with which Simply Flexible cardholders can lower their interest rates by paying more than the minimum balance.
"Creatively we wanted a campaign that would speak to consumers about an issue that they all face while building on the hassle-free banking theme," said Greg Smith, VIA's chief creative officer. "VIA's campaign for TD Banknorth also uses a creative selection of media to convey the benefits of Simply Flexible—a credit card that can actually provide consumers greater control of their finances."
About TD Banknorth Inc.
TD Banknorth Inc. is a leading banking and financial services company headquartered in Portland, Maine, and a wholly-owned subsidiary of TD Bank Financial Group headquartered in Toronto, Canada. TD Banknorth is one of the 25 largest commercial banking organizations in the United States, with over $58 billion in assets. TD Banknorth's banking subsidiaries include TD Banknorth, N.A., which operates banking divisions in Connecticut, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania and Vermont, and TD Bank USA, N.A. TD Banknorth and TD Banknorth, N.A. also operate subsidiaries and divisions in insurance, wealth management, merchant services, mortgage banking, government banking, private label credit cards, insurance premium financing and other financial services and offers investment products in association with PrimeVest Financial Services, Inc. For more information, visit http://www.TDBanknorth.com.
About VIA
Founded in 1993, VIA is an agency with a long track record of helping companies grow by solving their toughest marketing, branding and advertising problems. The bigger the challenge the happier we are. Current clients include TD Banknorth, LoJack, Maidenform, Colonial Life, DuPont, HP Hood, Dunkin' Donuts, New England Aquarium, CBS RADIO, Analog Devices, Silverstein Properties, and Guardian Industries, who are served from offices in Portland, Maine; Boston; and New York City.