Desjardins, More than a Bank

After having successfully reaffirmed Desjardins’ distinctive nature as a cooperative through the ‘This is not a bank’ integrated campaign, a new challenge was faced in 2006: turning different into better.

Desjardins, More than a Bank

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

September 2006–April 2008

Start of Advertising/Communication Effort:

September 2006

Base Period for Comparison:

Historical trends

Different is Not Better.

Different makes...

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