Desjardins begins Turbocharging a Generation campaign
By Adnews Staff
Financial company Desjardins Group of Lévis, PQ has released a new advertising campaign called "Turbocharging a Generation" aimed at people aged 18 to 24. The campaign will run in Quebec and Ontario from Sept. 26 to Oct. 22, resuming in 2006. The campaign is part of a program called Desjardins Youth Focus intended to promote the "social, professional and financial integration of young people," according to the company. The creative depicts a young man or woman traveling through the air, trailed by white and green particles intended to represent the effect of a turbocharger. The particles resemble the Desjardins logo. The idea for the creative came from a contest conducted in association with the Publicité Club de Montréal in which Quebec university students were invited to submit proposals for ads aimed at their peers. The contest was won by a team from HEC Montréal. Their proposal was adapted into the current campaign by ad agency LG2. Media planning was handled by Carat. The campaign consists of transit advertising in Montreal, Quebec City, Ottawa and other markets. In Montreal, neon-lighted signs have also been installed in metro stations with high levels of student traffic. Highway billboards are also in use in cities that have no public transit system. "Desjardins has been part of the world of young people for many years already," said Desjardins Group president Alban D'Amours. "This campaign aims to present the image of a financial institution that has been able to adapt to new realities of life, and to their needs in particular; a modern and efficient cooperative that remains close to them and that trusts them."