How do you reach a target audience that is based on a mindset? EQ Bank was looking to capitalize on people’s current frustration with their financial institutions.

“We were digital-first, with a focus on video,” Mike Rumble, founder and CSO of Epitaph Group, the media agency behind EQ Bank’s latest campaign, tells MiC. “We wanted to make sure that any brand messaging we were putting out there, we could create some meaningful measurements to capture audience engagement and action. This way we could make sure we were targeting the right folks and get even better based on those learnings.”

The agency used OTT, OLV, social, OOH and indoor. With OOH, the agency aimed to create a feeling that the bank was part of the community wherever it was featured, choosing locations where its ads would drive context. “Although it was a national campaign that included major markets, there was a focus on creating a local connection. We looked at 40 markets across Canada and chose the ones that suited our psychographic index best for this launch” adds Rumble.

Overall, the campaign champions the voices of Canadians regarding their banks – both their frustrations and desires – which were gleaned through extensive discussions with consumers. The campaign’s 15-second hero video and other assets ask the question: don’t we deserve a bank that makes money for us?

“We wanted our core audience to feel that we had context in their lifestyle, that EQ Bank is for them, and for that, we chose a multi-channel approach, not just to drive awareness but also active consideration,” says Rumble. “It is a disruptive campaign that reminds Canadians that they have a choice to make about their bank, even when they feel stuck.”

“This next stage of our brand story is about boldly declaring that EQ Bank is the next-gen bank empowering Canadians with the tools to maximize their potential”‘ concludes Caleb Rubin, VP marketing at EQ Bank.

Creative for the campaign was handled by The Hive.