Coast Capital conducts campaign
By Rob Bale
Financial cooperative Coast Capital has begun a campaign promoting its Elevate Chequing Account. Developed by Cossette, the campaign features a personal trainer spokescharacter who teaches consumers how to “build their money muscle,” as account includes a subscription to a collection of courses from Coursera. The campaign consists of radio and out-of-home advertising, as well as social media content and public relations. Media work is being handled by Cossette Media. PR is being conducted by Citizen Relations.
“Selecting the right financial partner is a difficult decision for most Canadians,” said Subtej Nijjar, chief strategy officer at Cossette. “In many cases, people are left feeling like they’re in a very one-sided relationship. The financial institution gets their investment, but they don’t get much in return. That sparked something for us. Like a personal trainer, Coast is helping people get financially fit so that they can actually grow their income.”