Category: Pivotal Insight
Section I — Case Parameters
Business Results Period (Consecutive Months): June 2016 – November 2016
Start of Advertising/Communication Effort: June 2016
Base Period as a Benchmark: June 2015 – November 2015
Geographic Area: Province of Québec
Budget for this effort: $500,000 – $1 million
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
From consideration to conversion, 2016 represented a huge strategy shift for Desjardins. A shift that allowed Desjardins to far surpass its business objectives for acquisition and retention.
In 2016, Desjardins set itself the objective of increasing young Quebecers' long-term consideration of the brand. 18- to 24-year-old Quebecers are elusive: they're either studying or working, or both. They're urban and rural; they consume TV and Netflix, radio and Spotify. Desjardins needed to be present in engaging environments that would allow young adults to spend more time with the brand. A 100% digital targeted campaign was asked for. The campaign's success is founded on how this specific target audience was reached.