Work

Capital One Canada – Credit Education Week 2013

Capital One Canada – Credit Education Week 2013

To break through the clutter, Capital One Canada and Credit Canada Debt Solutions launched an innovative multi-layered communications program, leveraging quantitative research throughout the month of November to mark Financial Literacy Month and Black Friday and celebrate the seventh annual Credit Education Week (CEW).  To engage new audiences, the first ever CEW Money Talks Panel Luncheon Event was hosted for media and influencers and featured four influential women in finance.

 

The Ask

  • Create a new and exciting approach to celebrate the seventh annual Credit Education Week
  • Sustain coverage throughout the month of November
  • Leverage new survey data and insights of Canadian money habits at three different milestones

 

What we did

  • Commissioned a comprehensive national survey of Canadians money trends and habits examining national trends and regional breakdowns
  • Launched three national media announcements to mark three significant personal finance milestones in November.
  • Hosted the first ever Money Talks Panel Luncheon Event with four influential women; Pattie Lovett-Reid, Chief Financial Commentator at CTV News Channel moderated the event engaging Tier A personal finance and lifestyle media and generating social conversation.

Results

  • Earned 337 stories generating 53,914,072 million media impressions in the month of November.
  • Positioned Capital One Canada as a thought leader in financial literacy by engaging tier-A financial and lifestyle media in a conversation around credit education.
  • Differentiated Capital One during CEW, bringing together top media and influencers at the The Money Talks Panel Luncheon emphasizing the main theme – Every Dollar Counts while generating quality coverage that highlighted CEW as a prominent, national event.
  • 38 influential guests attended the luncheon including reporters from theloop.ca, Yahoo! Canada Finance, National Post, Parents Canada, Squawkfox, Notable.ca, Rate Supermarket and the Toronto Star.
  • The CEW luncheon event garnered 359 Twitter mentions and 76 different users earning one million media impressions.


Touchpoints

  • Conversation
  • Celebrity
  • Event