Get Your RRSP Campaign Includes DOOH

Gail Chiasson, North American Editor

Le Fonds de solidarité FTQ with Montreal advertising agency Marketel has launched a new campaign for the RRSP/REER season – the time of year when Quebecers can invest in Registered Retirement Savings Plans.

The campaign, in French and English, Includes television, radio, OOH, DOOH, dailies, weeklies and the web. With the theme ‘Faire tourner l’économie d’ici’ (literally: ‘Run the economy from here’), the campaign ‘stars’ various Quebec businesses that partner with the capital development organization.

Campaign objective is twofold: to communicate the generous 30% additional tax savings that an RRSP FTQ Solidarity Fund provides; and to show the success of companies supported by contributions of more than half a million Quebecers. The messages continue to link to the new brand established by the Fund a few months ago.

The creative shown here is from traditional boards, but the same creative appears on digital screens. The out-of-home component of the campaign includes five formats: 10’X20’ Billboards, 14’X48’ superboards, digital boards, Lumibus and boards in shopping centers.

The campaign is using 11 digital boards in Montreal and one in Québec City. Four creative formats rotate all day over four weeks. For the final five days, a Just for Laughs ‘Count Down’ will run to publicize how many days are left to buy RRSPs. (The Just for Laughs Festival is one of numerous international festivals held annually in Montreal.)

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