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EQ Bank has launched its first campaign under a new brand platform developed with The Hive. The new ‘Make Bank’ campaign positions EQ Bank firmly on the side of Canadians who are looking to maximise their potential and gain an edge with their money. The integrated national effort launches this week with video, OOH, digital media and influencer activations.
Throughout the campaign, EQ Bank champions the voices of Canadians – both their frustration and desires – that were gleaned through extensive discussions with consumers.
“It was important for us to not just reflect back the tension we heard when people described how they currently feel towards their existing bank” said “Dustin Rideout, CSO and partner at The Hive”. ‘Make Bank’ is about boldly declaring how EQ bank provides its customers a real solution to what they feel is missing.”
The campaign hero video and supporting :15s, stoke emotion through a shared belief that Canadians feel like they’re living in a world working that’s taking from them. The brand asks a simple yet provocative question – don’t we deserve a bank always making for us?
In OOH, digital and social, similar sentiments of frustration with the old banking system are paired with powerful portraits of Canadians who have moved on to EQ Bank.
“The headlines were all inspired by actual consumers voices that we heard in research” said Mitch Duesling, associate creative director at The Hive, “Canadians are known for being fairly apathetic when it comes to their banking – many staying with the same institutions for life – but when you dig a little deeper, we heard a growing sense of resentment and impatience at the way their money is being handled.” 
“Our purpose is to drive change in Canadian Banking to enrich people’s lives,” says Caleb Rubin, VP marketing at EQ Bank. “This next stage of our brand story is about boldly declaring that EQ Bank is the next-gen bank empowering Canadians with the tools to maximise their potential. There’s a reason more than 250,000 Canadians are already making bank with EQ Bank. We’re challenging what’s been done before because we know Canadians deserve better. And this is just the start.”
The first campaign under EQ Bank’s new platform will run through the fall, with future campaign waves currently in development.
Creative strategy and development were led by The Hive, with Epitaph managing media planning and buying.
Company name: EQ Bank
Head of Marketing: Caleb Rubin
Marketing: Martha Bushell
Account Manager: Cherie Tsang
Marketing: Michael Solda
Strategy Manager: Jocelyn Rennie
Company name: The Hive
Chief Strategy Officer: Dustin Rideout
Chief Creative Officer: Simon Creet
Vice President: Shawna Hayman
Creative Director: Mitch Duesling
Creative Director: Naeem Walji
Art Director: Yana Vorontsov
Account Director: Lauren Smith
Project Manager: Sam Brown
Producer: Sam Benson
Designer: Jerry Resendes
Company name: Epitaph
Media Team: Mike Rumble
Media Team: Emily Clarey
Media Team: Tim Sarrazin
Media Team: Jordan Lauper
Media Team: Teryn Clapp
Company name: Animals
Director: Benjamin Nichols
Director of Photography: Adam Marsden
Line Producer: Amalie Bruun
Company name: School
Editor: Izzy Ehrlich
Company name: Feather
Online Editor: Juilan van Mil
Online Editor: Dequiera Atherton
Motion Designer: Justin Wotherspoon
Executive Producer: Sara Windrim
Company name: Boombox
Sound Engineer: Joe Frastaglio
Sound Producer: Umber Hamid
Genres: Dialogue, People
Categories: Banking, Finance
Wed, 19 Oct 2022 08:30:57 GMT
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