Desjardins’ latest campaign in its “Together For Our Youth” platform is using video to target youths aged 15 to 30 years old to highlight the support it offers them.
“We have favored video through all its distribution channels in order to be able to connect with the emotions of our audience and to improve the retention and understanding of our messages,” Dahlia Trinh-Viêt, VP of media at Desjardins’ media AOR Glassroom, tells MiC.
On linear TV, the bank has partnered with three TV shows that are popular with young people in both engagement and reach: dance show Revolution on TVA, youth-focused game show 100 Génies on Radio-Canada and talk show La semaine des 4 Julies on Noovo . These partnerships include sponsorship billboards, isolated breaks and in-show passive and active integration through everything from decor to contests to scholarship giveaways that highlight the pillars and values of Desjardins’ CSR platform “Together For Our Youth,” which contributes $50 million to youth programs annually. The bank’s pillars and values consist of employment and entrepreneurship, health and healthy lifestyles and social engagement.
The deal also includes a connected TV buy, based on the concentration of the bank’s target audience on premium channels.
Outside of video, Desjardins also launched an OOH campaign that geo-targeted schools campuses, connecting transit lines and nearby leisure areas in order to reach young people where they hang out most often. There are also buys on digital screens in Énergie Cardio and Eonofitness gyms, cinemas and urban streets where the target audience are likely to work. In the meantime, social and digital were used to further drive the pillars of the youth program by communicating its key messages with more detail. These messages showcased the help that the bank offers to youth on their path to building a good life as adults.
The final component – a Bell Media collaboration – features a multimedia content hub on Noovo’s online platformwith articles, quizzes and videos. Hosted by content creator Catherine Peach,the series highlights four testimonials by young adults who have either benefited from or worked for partner organizations.
“To connect with young people and attract their attention, it is essential to develop media strategies that combine relevance and performance while creating an emotional connection. Our human-centric and collaborative approach merges media, creation and messaging strategies, helping us to create a meaningful and performant campaign built around an evocative symbol: an opening door,” says Trinh-Viêt.
The creative for the campaign features students walking toward a door that opens up into a bright future.
Creative was handled by Bleublancrouge and the assets were created by the Montreal-based production house Les Enfants.
