In a market with little awareness of the Desjardins brand like the Greater Toronto Area, how do you get people to invest in a bank with almost no physical branches? Easy. By tapping into the key existing reasons Torontonians invest money, we positioned Desjardins’ Responsible Investment portfolios as the logical next step in supporting the causes they already believe in.
Based on insights that the Torontonians who were most interested in Responsible Investment funds were also interested in having a more unique portfolio, we created a lifestyle campaign celebrating original Torontonians living responsibly.
We commissioned an original lifestyle photoshoot featuring aspirational characters in iconic locations around the city that would be recognizable to our intended audience, to further emphasise that we were talking to them.
The campaign came to life in digital banners, social ads and print.