Shifting the perception at 125
Shifting the perception at 125
For its 125th anniversary, Desjardins rolled out a two-pronged media strategy to support a bold repositioning. In Québec, a full-funnel plan amplified a message of caring ambition. In the rest of Canada, the “We’re bigger than you think” campaign introduced the brand in low-awareness markets. Smart targeting, channel strategy and pacing drove strong gains in awareness and perceived performance.
Services
- Omnichannel Strategy
- Content & Engagement
- Media & Sponsorship
Brief
For its 125th anniversary, Desjardins set out to radically shift its brand image, from passive and traditional to confident and purpose-driven. The milestone was a powerful moment to signal change, strengthen national awareness and position Desjardins as a high-performing financial institution.
Problem to Solve
In Quebec, Desjardins battled a persistent myth: that cooperatives can’t be high-performing. Outside Quebec, the challenge was even bigger with low brand recognition, confusion about what Desjardins is, and the perception that it’s a regional insurance company. We needed a bold media strategy to reshape perception across very different markets.
Solution
We launched a two-pronged media approach. In Quebec, a full-funnel plan celebrated the ambitions of Desjardins’ members and clients through high-impact TV, video and emblematic OOH placements. In the rest of Canada, the “We’re bigger than you think” campaign focused on awareness using traditional and digital channels, supported by social content highlighting Desjardins’ scale, performance and innovation.
Results
In Quebec, 79% of people who saw the campaign recognized it as coming from Desjardins, even without typical brand cues. Among non-members exposed to the campaign, perceived performance rose by 12%. Outside Quebec, unaided brand awareness jumped 10 points. The campaign solidified Desjardins’ leadership in Quebec and introduced it as a major player across Canada.
- +12 %
Lift in perceived performance among non-members who saw and connected the campaign to Desjardins
- 79%
Spontaneous attribution to Desjardins in Québec, despite the absence of usual brand cues
- +10%
Lift in unaided awareness outside Québec
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