Solidarity Fund QFL’s RRSP campaign slides by Games

The Montreal-based development capital fund has launched a new campaign with a media blitz that will have to compete with Games' coverage and presenting sponsor RBC's mass exposure in the market.

By Melita Kuburas
January 29, 2010

Most people think of their RRSPs only at the last minute, says Alain Tardy, VP media at Marketel. That’s the reason the media strategy for Montreal-based Solidarity Fund QFL’s new campaign is a ‘multi-platform, short-term blitz.’

Launched this week to reach consumers just before the March 1 deadline, the month-long ad campaign highlights the development capital fund’s support for popular Quebec sports and entertainment properties Just for Laughs and Montreal Canadiens.

But this year, the deadline is not the only obstacle to beat – the airing of the Olympics for the last two weeks of the month means increased coverage for the Games’ presenting sponsor RBC, says Tardy. Marketel, which developed both creative and media for Solidarity Fund, had to carefully consider media placement to ensure their message stands out.

‘Do we pre-run commercials to ensure that we have domination prior to the Olympics? In terms of media mix, timing and waiting, we took this as a consideration in order to break the clutter before and during the Olympics,’ he tells MiC, though hesitant to reveal the entire strategy at the launch.

The media buy includes 15-second television spots on networks like RDS and TSN – including placement during hockey games, to highlight Solidarity Fund QFL’s support for the Habs. It also includes an OOH launch on Astral’s electronic billboard network.

‘We use this is for flexibility,’ says Tardy, of the digital billboards. ‘We will be able to adapt our message on the timing of RRSP deadline.’

A print buy in Quebec dailies is used to guide readers to specific location, he adds, while massive coverage on nearly all the major radio stations will increase frequency of messaging and help cover the wide, 18- to 55-year-old target (with the core being consumers aged 30 to 45).

Creative for all mediums is meant to be simple and bold, says CD Alain Bourgeois. It also focuses on the 30% tax savings that the RRSP fund offers.

‘We’re not selling the dreams of a happy retirement,’ says Bourgeois. ‘The idea is that when you invest in the fund, you invest in the growth and businesses in Quebec.’