IX. PC Financial - Earn Like a Pro
What did we create?
The launch needed to be impactful and resonate with our audience at every stage of the funnel, so we developed an all encompassing integrated campaign to expand the President’s Choice Financial (PC Financial) universe.1 x :30s TV spot
3 x :15s social ads
Digital campaign
- Digital banners (retargeting media)
- Rich media ad units
- Organic and Paid social (FB, TW, IG, YT)
- CRM journey
- Native ads
Out-of-home ads
Direct mail
Print partnerships
Like earning points for free groceries, check out the TV spot and social content below (do I get a cut for plugging PC Financial?).
Why is this project one of my faves?
It’s not everyday that you get to take part in the launch of Canada’s largest loyalty program, PC Optimum. Working with PC Financial (a challenger brand in the Canadian Financial market) we set out on launching the financial component of PC Optimum through a fully integrated credit card acquisition campaign.This project was the first integrated campaign that I got to lead, including leading and running a shoot from an Account Management perspective. I’ll never forget asking my Creative Director at the time if 78 takes of one shot was normal. The look she gave me in the middle of the grocery aisle at midnight on set was priceless.
What role did I play?
Account Supervisor - Sid Lee TorontoStrategy. Process. Stakeholder Management. Reporting.
I had the opportunity to really wear all hats through the duration of this campaign. If I were to summarise my role, it was all about strategic guidance.
From communication strategy development, to finalising the cuts of the TV and content edits, I was the glue that kept this project running.
There were a million and one stakeholders involved given the importance of this launch to the business. It was imperative that the information being contributed from each stakeholder was integrated into the project development. This is where I was able to infuse the knowledge and my strategic insight into ensuring the finished product met all expectations of the parties involved.
How did I add value to the project?
The juggler.There were a number of opposing priorities involved in this project. Leveraging the relationships I had with the stakeholders involved, I married each objective into a communication strategy that ultimately led to a record breaking acquisition campaign.
Who did I learn from?
Marketing: Helen Cooper, Kim GrantExecutive Creative Director: Tom Koukodimos
Creative Director: Jennifer Rossini
Art Director: Bobby Martiniello
Copywriters: Emma Quiroz, Gabrielle Makarewicz
Strategy: Nancy Chen, J.J. Sullivan
Account Planning: Joanna Jamison, Michelle Calderoni
Home