Simple pleasures and big projects
Retraite Québec needed our help to discuss an important yet sensitive topic with Quebecers: financial planning. We lent them a hand to lighten up the subject, approaching it in a simple, reassuring and accessible way.
Many Quebecers are anxious about retirement.
We know that retirement planning is a source of anxiety for a great deal of people, which is why so many put it off and end up relying on government assistance. So what could we do to help change that?
Many Quebecers are anxious about retirement.
We know that retirement planning is a source of anxiety for a great deal of people, which is why so many put it off and end up relying on government assistance. So what could we do to help change that?
Two targets. Two campaigns.
What if we thought outside the box? Instead of addressing a broad, homogeneous target, we chose to focus our efforts and our messages, dividing our target into two groups: young professionals aged 18 to 34 years-old, and seasoned workers aged up to 55 years-old. This allowed us to create two distinct campaigns with a tone specific to each group, in addition to more precisely discussing their financial realities.
For the younger target, we created a 100% digital campaign with placements that reached them directly. We opted for Spotify ads, targeted digital signage in restaurants and bars, and created content in partnership with influencer PL Cloutier. The campaign theme? It’s all about balance: learn how to align simple pleasures with big projects.
For our older target, we designed a campaign that was a bit more traditional. We created TV and radio spots with the message “retire without compromise” and produced an array of complementary digital content.
Two targets. Two campaigns.
What if we thought outside the box? Instead of addressing a broad, homogeneous target, we chose to focus our efforts and our messages, dividing our target into two groups: young professionals aged 18 to 34 years-old, and seasoned workers aged up to 55 years-old. This allowed us to create two distinct campaigns with a tone specific to each group, in addition to more precisely discussing their financial realities.
For the younger target, we created a 100% digital campaign with placements that reached them directly. We opted for Spotify ads, targeted digital signage in restaurants and bars, and created content in partnership with influencer PL Cloutier. The campaign theme? It’s all about balance: learn how to align simple pleasures with big projects.
For our older target, we designed a campaign that was a bit more traditional. We created TV and radio spots with the message “retire without compromise” and produced an array of complementary digital content.
It pays to not scare people away!
Our gamble paid off: the results surpassed our client’s expectations! The campaign achieved an awareness rate of 65.8%, with advertising noise gauged at 31.3%. Retraite Québec’s website received more than 120,000 visits, including 50,000 on the campaign page, and visitors used the planning tools 100,000 times.
It just goes to show how a disruptive solution can help change behaviours!
It pays to not scare people away!
Our gamble paid off: the results surpassed our client’s expectations! The campaign achieved an awareness rate of 65.8%, with advertising noise gauged at 31.3%. Retraite Québec’s website received more than 120,000 visits, including 50,000 on the campaign page, and visitors used the planning tools 100,000 times.
It just goes to show how a disruptive solution can help change behaviours!
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