Whatever you think of the banking industry, it’s easy to agree that banks are rarely at the front of the line when it comes to customer service or creating a positive image.
From long lines and indiscriminate fees to just plain old distrust of financial folks, bank brands can be tough to trumpet. So TD Bank has done particularly well to capture enough attention and goodwill to be our first #WinWednesday, the positive note ahead of the inevitable fallout of our #FridayFail.
As the video below shows, the bank took time out to have a customer appreciation day, with ATMs – Automated “Thanking” Machines – dispensing personal gifts to some of those who bank with them and editing everything together in one tear-jerking viral montage.
That video is heading up to 8 million views in less than one week, driven in no small part by a Buzzfeed article on the subject that pulled in more than one million readers. Trending its way to the top of Facebook and Twitter topics, all of this attention is great brand building stuff, especially when so much of the surrounding news reports suffering and war.
Whether you see it as an excellent example of a company giving back, or a cynical attempt to curry favor (yes, some just couldn’t get into the giving spirit) with a skeptical public, the result is the same: plenty of positive press for TD Bank and a home run for this week’s #WinWednesday brand!