Design > Communication Design
SID LEE, Toronto / PC FINANCIAL / 2016
Overview
Credits
CampaignDescription
Using the outlined strategy we created one-of-a kind greeting cards just in time for Valentine’s Day. We created beautiful and iconic Valentine’s Day cards with a financial twist, to celebrate love in the most fiscal way possible.
Four unique cards, each with a different tongue-in-cheek message, were given out as a complete unit to be perforated at home – not unlike traditional children’s Valentine cards. While the copy played in financial endearments, the design was more traditionally themed with recognizable Valentine’s Day icons; hearts, candies, etc. The fact that PC Financial’s colour scheme aligns perfectly with that of Valentine’s Day was an added bonus that wrapped our design elements nicely.
Execution
We invested heavily in social promoted and organic posts for the cards and printed 20,000 copies for point-of-sale takeaways at PC Financial pavilions. We made sure to intercept commuters and people on the move so as to brighten up their Valentine’s Day, and we supported our Personal Banking Representatives with paid posts on social channels.
Outcome
We saw a notable increase in PC Financial’s social chatter around Valentine’s Day, with a 33% increase in Facebook engagement and a 240% increase in Twitter. In total there were well over 300,000 digital impressions to support the in-person connections we made from those who received the cards.
Strategy
We wanted to speak to Canadians’ hearts. It was important to earn attention on social channels, but beyond that we wanted to leave people with something physical, which is why we chose to print out hardcopies and have Personal Banking Representatives distribute them at high-traffic areas of the city.
We didn’t want the messaging to be exclusively relatable to PC Financial customers. Geographically we set ourselves up to encounter Loblaws shoppers, current and potential PC Financial clients, but it was important we create something that would be charming enough to cut through the social media clutter.
By doing something fun for consumers that came from the heart, we could delight them with a bit of humor and give them something unexpected that they would actually want to share with others. We wanted to spark a positive conversation about the brand, keeping PC Financial top of mind.
Synopsis
PC Financial makes banking simple, and has always stood out as a more approachable and personable brand than the Big 5 major Canadian banks. But with the onslaught of new no fee offerings and branchless banks in Canada, the market was becoming saturated and PC Financial was starting to look like just another bank.
In addition, bank marketing in Canada can be incredibly boring and one-dimensional. Usually consumers will be drowned in a bullet-point list of rational product features or campaign-specific calls to action. With that in mind we wanted to separate ourselves from the pack by doing something branded but unattached to a specific product or campaign.
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