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Created by LG2, in the English and French hockey ads, two players are in the dressing room after a game when one player asks the other, “You get your mortgage at a bank?”
“Yes, why do you ask,” comes the reply. “No reason,” says the first guy with a slight, self-satisfied smile, before a voiceover explains, “The dividend program. Unique to Desjardins. It’s more than a bank. It’s Desjardins.” During the voiceover, a super reads “$960 dividend on a mortgage.”
The non-hockey ad has a man and a women at a buffet table when the man asks, “Does your company deal with a bank?”
“Yes, why do you ask?” she replies. “No reason,” he says. The same voiceover message follows along with the super “$6,850 dividend for companies,” followed by all Desjardins financial services that qualify for a dividend.
The Desjardins logo appears in each ad with a different family name beside the logo to represent the names of the co-operative’s members, explained Marie-Josée Bourque, director of group client services at LG2.
“The objective of the campaign is to remind people that not only is Desjardins different from banks with its member dividend program, but that it’s also the largest financial co-operative in Canada,” said Bourque.
The five-week TV campaign is supported by print ads and is running on CTV, CBC and Global in English. The campaign was launched after Desjardins’ recent annual meeting at which members voted to introduce the dividend program.
