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BRONZE CSR
Desjardins facilitates
fiscal responsibility
Desjardins created a tool that would
help Canadians control their own
financial prosperity.
Financial institutions typically focus
on education, while the real problem is
actually behavioural. So with the help
of Lg2, Desjardins created the first-ever
Canadian Personal Finance Index – a
comprehensive scale that provides an
assessment of a person’s ability to manage
their own finances.
Findings from an online survey of
3,000 respondents pinpointed Canadians’
behavioural strengths and weaknesses
when it comes to managing their finances.
It also delivered findings specific to
demographics (age, gender, province,
marital status, income), thereby allowing
Desjardins to tailor specific tools for
each group.
Available online, the self-evaluation
tool helped Canadians assess and improve
their personal financial management skills,
acquire responsible habits and ensure
greater and more sustainable financial
freedom. One year after its launch, more
than 76,000 Canadians had used the tool.
Credits: Client Desjardins Assurances Générales; Agency Lg2; Communication marketing advisor Mylène Berthiaume; VP/CD Marc Fortin; CD interactive Jennifer
Varvaresso; ADs Éric Bouchard, Denis Brodeur; CW Jean-François Perreault
GOLD LOYALTY
James Ready rewards the awesome
Between 2010 and 2011, the gap between
discount and mainstream beers was
thinning, as the minimum price increased
and big brands were offering more deals,
more often. The changing landscape eroded
the price advantage that James Ready
historically enjoyed, and the brand was at
risk of losing drinkers.
The objective for agency Leo Burnett
was to protect brand erosion by building
a connection with JR drinkers, and the
challenge was to do it with a limited budget
using James Ready-owned assets.
To bring attention to its fans’ affinity,
James Ready introduced a Facebookfirst
– the James Ready Awesome Awards
– which included categories such as
the “Awesomest Tattoo,” “Awesomest
Furniture Made of 2-4s,” and “Awesomest
James Ready song.”
Fans posted hundreds of entries on its
Facebook wall, and the brand invited them
to see the nominees and winners revealed
in a four-part, near-live award ceremony
hosted on the social site. Before the show,
fans posted comments sharing their award
show outfits and made winner predictions.
By watching the show live, people could
win prizes such as a “five-of-a-kind” t-shirt,
an industrial-grade hot dog roller and even
have pizzas delivered to their front door. In
the end, the brand shipped 17 solid gold
Awesome Award trophies to its most loyal
and vocal fans.
The campaign received hundreds of
picture and video submissions and the
brand saw a 365% jump in page views as
well as a 107% increase in people talking
about the page.
Credits: Client James Ready; Agency Leo Burnett; CEO/CCO Judy John; CD Lisa Greenberg; Creative group heads Anthony Chelvanathan, Steve Persico; AD Mike Morelli;
CW Marty Hoefkes
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