In the midst of a recession and with household debt at an all-time high, we created an integrated campaign designed to inspire and inform people how to save for their future.
The idea: Let’s help Canadians start saving again. Online tools were created to help Canadians set goals, take saving challenges as well as better visualize and manage their money.
Quirky online videos in the style of ‘RSA Animate’ made learning about complicated money matters fun. A global nav was created (at right) that served to guide people through multiple digital touchpoints.
We showed people how to put their money to work.
Bob Ross says break your 5 year saving plan down one year at a time.
Canadians took the saving pledge…
… and set their saving target.
A new position was created at the bank – Chief Saving Officer – who travelled across talking to Canadians about money matters and the challenges they face. Daily updates and videos were posted to Facebook.
In order to build further credibility, a blog was created that featured bank employees from different walks of life talking openly about their saving journeys.