Canada Trust

Situation:

As government regulations would have it and as a trust, Canada Trust could not say bank or even financial institution in their communications. Which depending on how you looked at it, was the opportunity.

Insight:

In exchange for their fees, trust and loyalty, people wanted and deserved more service from the banks. They felt that banks should concentrate on utility and ease of use: to treat them as real customers, not account numbers.

Effects:

‘You do the living. We’ll do the math’ helped the Trust renew its focus on customer needs which brought in a significant amount of new customers. Canada Trust was shortly after merged into the larger TD Bank.