CIBC's New Campaign Challenges Americans to Use Money Windfall Moments Wisely

In June 2017, CIBC acquired Chicago-based PrivateBank, and they challenged Juniper Park\TBWA to launch their first product under the CIBC banner, a digital-only High Interest Savings Account (HISA) for mass affluent clients. The primary challenge for Juniper Park\TBWA was to find a unique entry point that differentiated itself from competitors and positioned CIBC as intelligent banking for the agile generation. 

 

After analyzing research, data and insights regarding how people come into wealth, we recognized that for the majority of the public, they experience various “windfall moments”, such as selling their house, getting a bonus, or inheriting money that contributes to their overall wealth. It’s immediately following these moments that our target needs a trusted partner that can help grow their money, while they decide what to do next. With this in mind, we set out to develop targeted advertisements that connected with people experiencing these “windfall moments” by communicating how the CIBC HISA is a flexible account that is able to move with you as you navigate through life. Our big idea? “Money that Moves with You”.

 

In order to put this idea in motion, we developed an integrated campaign that consists of digital video, display banners, social media & DOOH content born from the idea of ‘agility’. As our content was centred around the idea of fluidity and flexible banking, our creative executions illustrate these windfall moments through movement, intending to break through the sea of sameness and catch the eye of our target audience. We developed a number of creative executions which highlighted these windfall moments, all supported by highly targeted media. To support the campaign, we executed a number of digital banners, social media & OOH videos (:06s, :15s & :30s), as well as supporting content through partnerships with Zillow and the New York Times. The campaign has been in market since May 14th, 2018.