2023 Winner
SilverBest in Finance and Services
BronzeBest use of Influencers
Coast Capital
"Talk Money to Me"
Citizen Relations
"Talk Money to Me"
Citizen Relations
As their legacy evolves across B.C., federal financial co-operative Coast Capital needs to deepen local connections to drive membership and extend its brand presence across Canada. Building trust in a category deemed untrustworthy by its audience, and gaining ground with young city dwellers are
key to success.
Coast Capital launched its “We’re for real” brand platform in 2021, a reinvigorated identity that positioned the brand as an alternative to the big banks, grounded in the difference that comes from being member owned. But it’s one thing to say “we’re for real” and another thing to prove it. They needed to show Canadians that they understand their financial realities, and convince them that they’re the partner who stands by them, because when they succeed, they do too. It’s even more difficult to convince their audience to shift loyalty when they’re going up against the deep pockets and major brand presence of the Big Five banks and local B.C. powerhouse Vancity.
While Gen Zs and Millennials are proud of how openly they discuss sex, politics, religion, and mental health with their loved ones, there’s one topic they still avoid at all costs: finances.
Coast Capital needed to play an integral role in getting people to start having a different kind of conversation about money: one that felt more approachable, with less shame, where Coast Capital was the clear partner to facilitate it. To show their members that they’re a real financial partner, Coast Capital provided couples the tool and the push to break down the final taboo in their relationships.
On Valentine’s Day, Coast Capital brought Canadian couples closer together with a simple card game – “Talk Money To Me” – to facilitate conversations around the final taboo. Using provocative prompts, this Q&A-style card game helped to break down barriers and encourage Canadians to
get real about finances.
Launching in Coast Capital branches, they leveraged Valentine’s Day as a cultural moment to get couples thinking differently about investing in their relationship. Using a moment that focuses on the fluffier side of romance allowed us to cut through the noise with a starkly different point of view.
They started with a study to further uncover perceptions and gauge their audience’s comfort level having the money talk. The data uncovered grounded the campaign: while 97% of Canadians agree that transparency and open conversation about finances are fundamental for a successful relationship, nearly half of us (45%) aren’t comfortable being honest when they do talk about money with a significant other. They complemented the numbers with a fresh approach to market research – taking to the streets to see exactly what real couples in Vancouver think about the topic.
Working with notable interviewer Daniella Atkinson, they created a street-style interview series where she asked real couples a variety of personal questions, contrasting comfort in answering the personal vs. the personal finance with their partner present.
To take their conversation national, they shared the streeters along with their survey data on social platforms, and then leveraged these assets to generate earned media buzz. Content creators across British Columbia also got involved, playing the game with their partners and inviting their followers to have the money talk with their partners this Valentine’s Day.
With a budget of only $50,000 to amplify their story and distribute their card game, they garnered 83 media placements generating more than 12,737,700 impressions including Postmedia syndication, Toronto Sun, Corus radio’s national finance show and stories and interviews across CBC verticals.
There were 2,123,266 social media impressions from creator partners, street chat interviews and stories and +2,500 card games picked up through Coast Capital’s 45 branches, with 250 additional requests for decks. They ran out in under a week!
There were more than 3,300 games played online on Coast Capital’s website, a 20 percent decrease in webpage bounce rate while game was live. CBC Radio took the game to the streets themselves and there was a 100% positive sentiment and engaged online conversations across Instagram and TikTok.
“Talk Money To Me” was a simple, accessible tool to help couples combat financial shame and build stronger connections in their relationships through conversation prompts. The card game and the conversation surrounding it shone a light on a relatable challenge for their audience and provided a point of entry to move through a challenge many had been facing (or avoiding) alone before.
key to success.
Coast Capital launched its “We’re for real” brand platform in 2021, a reinvigorated identity that positioned the brand as an alternative to the big banks, grounded in the difference that comes from being member owned. But it’s one thing to say “we’re for real” and another thing to prove it. They needed to show Canadians that they understand their financial realities, and convince them that they’re the partner who stands by them, because when they succeed, they do too. It’s even more difficult to convince their audience to shift loyalty when they’re going up against the deep pockets and major brand presence of the Big Five banks and local B.C. powerhouse Vancity.
While Gen Zs and Millennials are proud of how openly they discuss sex, politics, religion, and mental health with their loved ones, there’s one topic they still avoid at all costs: finances.
Coast Capital needed to play an integral role in getting people to start having a different kind of conversation about money: one that felt more approachable, with less shame, where Coast Capital was the clear partner to facilitate it. To show their members that they’re a real financial partner, Coast Capital provided couples the tool and the push to break down the final taboo in their relationships.
On Valentine’s Day, Coast Capital brought Canadian couples closer together with a simple card game – “Talk Money To Me” – to facilitate conversations around the final taboo. Using provocative prompts, this Q&A-style card game helped to break down barriers and encourage Canadians to
get real about finances.
Launching in Coast Capital branches, they leveraged Valentine’s Day as a cultural moment to get couples thinking differently about investing in their relationship. Using a moment that focuses on the fluffier side of romance allowed us to cut through the noise with a starkly different point of view.
They started with a study to further uncover perceptions and gauge their audience’s comfort level having the money talk. The data uncovered grounded the campaign: while 97% of Canadians agree that transparency and open conversation about finances are fundamental for a successful relationship, nearly half of us (45%) aren’t comfortable being honest when they do talk about money with a significant other. They complemented the numbers with a fresh approach to market research – taking to the streets to see exactly what real couples in Vancouver think about the topic.
Working with notable interviewer Daniella Atkinson, they created a street-style interview series where she asked real couples a variety of personal questions, contrasting comfort in answering the personal vs. the personal finance with their partner present.
To take their conversation national, they shared the streeters along with their survey data on social platforms, and then leveraged these assets to generate earned media buzz. Content creators across British Columbia also got involved, playing the game with their partners and inviting their followers to have the money talk with their partners this Valentine’s Day.
With a budget of only $50,000 to amplify their story and distribute their card game, they garnered 83 media placements generating more than 12,737,700 impressions including Postmedia syndication, Toronto Sun, Corus radio’s national finance show and stories and interviews across CBC verticals.
There were 2,123,266 social media impressions from creator partners, street chat interviews and stories and +2,500 card games picked up through Coast Capital’s 45 branches, with 250 additional requests for decks. They ran out in under a week!
There were more than 3,300 games played online on Coast Capital’s website, a 20 percent decrease in webpage bounce rate while game was live. CBC Radio took the game to the streets themselves and there was a 100% positive sentiment and engaged online conversations across Instagram and TikTok.
“Talk Money To Me” was a simple, accessible tool to help couples combat financial shame and build stronger connections in their relationships through conversation prompts. The card game and the conversation surrounding it shone a light on a relatable challenge for their audience and provided a point of entry to move through a challenge many had been facing (or avoiding) alone before.
Credits
CCO: Josh BuddCD, Art Director: Mike Lo Nam
CD, Writer: Abeer Verma
Copywriter: Gigi Rice
Director, Strategic Communications: Rebecca Myers
Senior Director: Katie Skinner
Associate Director: Olivia Lazazzera
Account Manager: Cristina Melo
Sr. Account Executive: Christina Demare, Julia Dumbrell
Account Executive: Iris Yee-Kiu To
Client: Coast Capital Savings
Vice President of Marketing: Andrew Rusk
Director of Brand Marketing: Trish Tambellini
Senior Manager, Public Relations: Erin McKinley
Senior Manager, Content Marketing: Jill Canty
Senior Manager, Brand Marketing: Ashley Gagnon
Vice President, Public Affairs, Communications and EDI: Roanne Weyermars