The opportunity: Attract first-time home buyers who are determined to find their way to home ownership and make their ambitions real.
The audience: First time homebuyers, young, high potential income-earners who are established. Self-employed, professionals. Married/not, with/without kids. Attitudes: earning more than their peers, but don’t feel rich. Are finding it difficult to match their resources to cover what’s important, meaningful, now and for the future.
Benefit we want to communicate: We’re here to provide you with advice you need to take back control and realize your home buying ambitions.
What's the buy-in? Tailored financial guidance from an advisor who’ll support you throughout your homeownership journey, plus up to $3,000 cash back on new mortgages
TACTICS:
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As seen in situ in the image below, the 24.5" x 55" poster at left would be used to engage street-level passers-by very directly. Primary photography considerations as per the CIBC brand guide informed the image choice (i.e. was diversity represented, was seasonality important, was attire important..?).
This piece served as the lead piece for this campaign suite.
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Repeating video ad for deployment on TV screens inside Banking Centre retail locations.
Three options highlighting various aspects of the Key Messages and taking different approaches: Primary/hero photography, brand guide-vetted Illustration and Secondary photography.
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Animated HTML5/JS ad. The “big box” size of 300x250 was chosen as it is one of the highest performing desktop display ad sizes. The design could easily be versioned to other sizes.
Opted for an illustration approach as vector-based artwork is extremely light in terms of server load. Using illustration for an ad was also consistent with the CIBC style guide recommendations.
