Le Fonds de solidarité FTQ [1] with Montreal advertising agency Marketel [2] has launched a new campaign for the RRSP/REER season – the time of year when Quebecers can invest in Registered Retirement Savings Plans.
[3]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.
[4]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 [5] is one of numerous international festivals held annually in Montreal.)