Canadian businesses are leaving money on the table and the federal government wants to spread the word.

Toronto’s Kingstar Media and global services agency Digital Maturity Group (DMG) are working together to drive awareness of the federal government’s Canada Digital Adoption Program (CDAP). The program offers grants and loans to local businesses to help them adopt digital technologies that increase their competitiveness. A total of $4 billion in government funds was allocated to CDAP in 2022. So far only 3% of it has been claimed.

To encourage more small- to medium-sized businesses to tap into the program, DMG and Kingstar Media created 30- and 60-second TV spots. The campaign is currently in-market and airing on sports and news stations.

“As digital transformation becomes increasingly critical for businesses, awareness of programs like CDAP is important to ensure that they know there is an opportunity to access funds that can help keep their business growing,” says Geoff Crain, senior director of sales and marketing at Kingstar. “TV is the most effective and efficient channel to reach a broad audience, and we’re confident that this campaign will drive small business owners to take action.”

Kingstar Media is a full-service performance marketing agency with roots in direct response television (DRTV). Digital Maturity Group is a global, LA-based company that creates strategies for digital transformation services.

Image via Unsplash

Correction: This article previously incorrectly stated in the second paragraph that Kingstar and DMG were “retained” for this campaign.