To signal change and promote its new personalized investment advice
and services offering, Co-operators worked with the team to unveil a dynamic new
brand identity via a national integrated campaign that included mass advertising, social, public relations and retail activation. The new identity reflected a complete brand
transformation, shifting Co-operators from a traditional and insurance-only brand to
a personalized forward-thinking holistic financial services brand.
To build trust for the new brand, a strategic program was founded on Co-
operators’ unparalleled personalization and targeted core consumer audiences via a niche media strategy, which shared the results of a cross-Canada survey. The Omnibus poll, entitled “Money Memory Imprints,” explored Canadians’ perceptions on their emotional relationship with money, based on how their parents and grandparents managed money and their lived experiences. Third party experts, including Dr. Gillian Mandich, scientist and Canada’s First Happiness Researcher shared with media how unique money mindsets affect one’s financial outlook, and overall happiness, thus requiring unique tailored plans.
The campaign garnered media attention across the country and beyond the Canadian
border, with media pick-up in the U.S., France, UK, and Australia. The program generated an
audience reach of over 44 million and measured a qualitative MRP score of 81.10 per cent.