Fonds de solidarité FTQ goes all hipster Guinea pig
January 31, 2013 | Pierre Lachaine | Comments
Fonds de solidarité FTQ is banking on humour and a young, hip esthetic to help sell RRSPs to young adults in Quebec.
Marketel, the capital fund’s agency of record, has launched the second phase of a campaign touting the advantages of buying RRSPs from the Fonds de solidarité FTQ.
Focused on the company’s ‘30% more tax savings’ proposition, Marketel created a series of humorous French and English television spots targeted at young adults. In one advertisement, a young man wearing a grey hipster cardigan stands in front of pastel walls, comparing a regular RRSP to a small-ish hampster, and Fonds’ offering to a larger Guinea pig.
The ads, which features new creative executions on the campaign that was launched in November, are currently running on Quebec television channels such as SRC, TVA, V, Télé-Quebec, Art TV, Canal Vie, RDS, CTV, CBC and Global. The campaign – that Marketel worked on with production house Moskito, post-production house Fly Studio, directors Karim Zariffa-Charlebois and Julien Vallée and music/sound mixers François Belanger and Sonart – also includes radio spots, print ads, online banners and bus wraps.