Who: Coast Capital, with Cossette for creative and strategy, production by Alfredo Films (directed by Sye Allen), Boombox Sound for audio, Cossette Media for media, and PR by Citizen Relations.
What: A launch campaign for a new “Elevate Chequing Account,” which includes access to free Coursera training and development programs.
When & Where: The campaign is live now, running on TV, radio, OOH, social, and PR.
Why: At a time when so many people are particularly anxious about their own personal finances, Coast Capital believed it could help Canadians earn more and advance their careers and earn more money.
“We’ve been told that if we just budget more effectively or skip our morning coffee run, we can get ahead financially,” said Catherine Wood, chief strategy, product and marketing officer, Coast Capital. “With more and more people unable to keep up with the rising cost of living, it’s clear that Canadians need to earn more to improve their financial reality. At Coast Capital, we believe that starts with access to education and training that empowers people to begin, advance, or even change their careers.”
The data: A Coast Capital-commissioned survey found half (47%) of Canadians are living pay cheque-to-pay cheque, and 72% say better budgeting or increased savings would not, on their own, improve their situation, and 38% have considered additional education or training.
How (the product): The new Elevate account offers typical benefits like free Interac e-transfers, but also includes free access to Coursera’s more than 11,000 online courses and professional certification training, valued at $538 per year.
“There is a tremendous alignment in values between Coast Capital and Coursera, with our respective missions and purpose going hand-in-hand,” said Maureen Young, vice-president, social purpose, Coast Capital. “Through this multifaceted partnership, we can offer our members, employees, and communities access to Coursera's extensive online catalogue, driving our social purpose of building better futures together.”
How (the campaign): The idea that customers could get new training leading to new income is brought to life with a “trainer” in a Coast Capital blue tracksuit delivering a motivational talk about how it can help people earn more.
“Ready to build some money muscle,” she says to open the anchor spot, before explaining the Coursera offering, and providing hypothetical examples of ways could earn more income. “Come on team, feel the earn,” she says to close the spot.
“Selecting the right financial partner is a difficult decision for most Canadians,” said Subtej Nijjar, chief strategy officer at Cossette. “And in many cases, people are left feeling like they’re in a very one-sided relationship—the financial institution gets their investment, but they don’t get much in return. That sparked something for us. Like a personal trainer, Coast is helping people get financially fit so that they can actually grow their income.”
Display ads feature the same trainer flexing and giving the camera a powerful stare alongside the headline: “Build your money muscle.”
And we quote: “Everyday Canadians need new strategies to grow their income, yet this just isn’t an innovation we’ve seen from the banks. We’ve challenged that status quo with Elevate, a first-of-its-kind account that aims to help people in Canada elevate their earning potential.” -Andrew Rusk, vice-president of marketing, Coast Capital
