A lot of companies say a lot of things about retirement, so it's hard to find a way to talk to TD customers in new, engaging and interesting ways. Our solution was to create a new type of banner that allowed us to provide a variety of information as well as visually impactful.
In what turned out to be an innovation for the Financial Post website, we bought the leaderboard, expandable big box and wallpapers to create what we've come to call "epic" banners. In the leaderboard, we ask the user where they are on their path to retirement. With three answers to choose from, when they make their selection, the big box changes imagery, expands to show more information and the wallpapers show a black and white image that quickly becomes full-colour. The idea is to represent the idea of bringing TD customers' retirement dreams to life.