President’s Choice Financial says it wants to take the complication out of banking with its new “Debankify” campaign, designed to highlight the brand’s no fee banking policies and position itself as the solution to banking dissatisfaction.
According to research conducted last year by Leger for PC Financial, two-thirds of Canadians feel their banks are failing to help them save money, and 71% identified bank fees as their biggest frustration.
“To debankify is to get just what you need from your bank and nothing that you don’t,” said Sandra Daniel, senior director of brand and communications at PC Financial. “So it’s really about taking the complexity out of banking. At the end of the day our customers have told us they want to spend less time banking and more time living,”
“Debankify”- a play on the term “de-clutter” was coined by PC Financial and its creative agency of record Sid Lee. Elements of the integrated campaign include print ads running in commuter papers across English Canada, out-of-home, social media promotion and online banners and takeovers on lifestyle and news sites. The campaign does not include Quebec.
“Debankify,” which launched Monday, will also introduce a new 2% interest rate on new deposits, available until June 30th.
“The biggest frustration is bank fees, so we felt that it was time to remind people that we are a fantastic alternative because we’ve always offered no daily fees,” Daniel said. “We have what their banks aren’t delivering. We offer people everyday rewards for just doing their banking, in the form of PC points which they can redeem for groceries.”
PC Financial’s media partner on “Debankify” is ZenithOptimedia, and Argyle Communications is handling PR.
The campaign will run for eight weeks.