RBC needed a strong icon to launch its spring mortgage promotion to both consumers and realtors. Home of the Big Idea created the concept of a Gold Key Giveaway with an RBC-branded key to help the bank open the door to acquiring more mortgage customers.
POS & B2B ~ RBC
The key icon had more legs on the B2B front as well. To encourage realtors to drive homebuyers to RBC, Home of the Big Idea developed a realtor brochure, outlining the consumer promotion, and enticing realtors with a $100,000 top sales reward.
For BMO, Home of the Big Idea created a series of three POS messages: one for First Canadian Funds, one for "Working RRSPs", which we also named, and one targeted to students just starting out in the world of investing. We also coined the positioning line, “My Bank Works for Me” highlighting the fact that BMO’s hard work and investment expertise then resulted in their customers’ own financial success, and announcing a more customer service-oriented era of banking.
POS ~ BMO
Branding & Collateral ~ ScotiaMcLeod
Home of the Big Idea generated the brand name “Stratus” for ScotiaMcLeod’s high-end mutual fund offering (before the car by the same name), as well as writing the consumer-facing materials. Also included in this launch was a series of internal DM letters and investment sales brochures.
Print ~ Gordon Capital
For Gordon Capital, Home of the Big idea created the concepts, copy and art direction for a series of 5 full-page newspaper ads,with 3 domestic ads for The Globe and Mail, and 2 ads that ran in The Wall Street Journal. We also developed their positioning line,"Prepared to Seize the Moment". Gordon Capital's ads were closely followed by the financial community as being a benchmark industry campaign. The ads were later redesigned and used as information sell sheets for their mutual fund managers.
