Forced Connections.CIBC
School Portfolio Piece
Challenge
Take a concept from the class idea generation workshop and create a forced connection and an awareness stage campaign to connect with younger audiences.
“CIBC has identified a growing disconnect between traditional banking services and the evolving needs and expectations of younger customers. With the rise of digital banking and financial technology, CIBC aims to reposition itself to be more aligned with the lifestyle and values of younger demographics, particularly young professionals and students.”
Solution
I created an awareness social media campaign based on the target audience. The campgain was based around the key messaging of “helping you take care of what matters,” and used dogs to connect emotionally.
Results
The result was the concept for a cute series of videos that would catch the eye and hearts of young dog lovers.
My instructor said it was “a beautifully designed submission,” and as a personal dog lover thought the approach was fun.
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Goals and Objectives
Ad 3
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