PC Financial challenges Canadians to “debankify”

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 […]

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.

Brands Articles

Bonin Bough’s digital lessons for marketers

The Mondelēz marketer shares lessons from the front lines of digital marketing

Mark’s wants #EverythingInJeans

A new campaign from Sid Lee

McDonald’s to sell packaged coffee in the U.S.

QSR to highlight coffee in restaurants

Elle partners with Hudson’s Bay on shoppable videos

#Shopyourmood 'closes the loop' for editor Noreen Flanagan

Porter Gale’s five trends to watch for

A look ahead from a former Virgin marketing exec

Indulgent dessert Danette arrives in Canada

International hit arrives in Canadian grocery stores

Gap takes Casting Call to social media

Online contest gets an upgrade for more back-to-school engagement

Moneris to offer e-gift card solution to merchants

Virtual gift cards growing to $11 billion market in the U.S.