CIBC flips the ‘Switch’

In a big media push launching this week, CIBC is casting a wide net to reach 95% of consumers in Canada by promoting a range of products and services.

CIBC launched a new campaign this week to encourage consumers to take advantage of the wealth of products, services and advice their bankers have to offer – and to compell them to switch FIs in the process.

The target demographic is diverse, says Veni Iozzo, CIBC’s SVP marketing and strategy, as the institution hopes to reach business owners, everyday bankers, home-buyers and credit borrowers.

‘The breadth of media – using high-frequency and [various] touchpoints is what is slightly different with this,’ Iozzo tells MiC. ‘We hope to hit 95% of consumers.’

Media for the ‘Switch‘ campaign includes TV, print, streetcar wraps, online and radio advertisements, running through to May. Print ads will appear in national newspapers as well as key city papers like the Calgary Herald, Ottawa Citizen and Le Journal de Montreal. The online media buy covers news, lifestyle and travel sites like,, and

Media was handled by ZenithOptimedia, and Publicis developed the creative. 

To reach the online consumer, CIBC is using more external online ads than ever before, Iozzo adds, and continuing its promotion of the mobile banking iPhone app. ‘There are compelling offers here to talk about. The strength of the media buy is only getting that message out there.’