HomeEquity Bank: #PauseToRemember

Financial services provider HomeEquity Bank targeted online war gamers in a Remembrance Day activation to raise awareness of its partnership with the Royal Canadian Legion and increase brand affinity among seniors in Canada.

Campaign details

Brand: HomeEquity BankBrand owner: HomeEquity BankAgencies: Zulu Alpha Kilo, OMDMarket: CanadaIndustries: BanksMedia channels: Online video, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

A novel collaboration between Canadian financial services company HomeEquity Bank (HEB)and its new CSR partner, the Royal Canadian Legion, launched in autumn 2019 to build brand affinity. Contrary to the deluge of marketing efforts aimed at youth, #PauseToRemember spoke to seniors – HomeEquity Bank's core target – yet involved youth in an unexpected way. Timed to coincidence with Remembrance...

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