Desjardins Group breaks new campaign
By Adnews Staff
Montreal-based financial company Desjardins Group introduced a new advertising campaign yesterday using the tagline, “More than a bank.” The campaign consists of print and television advertising. The TV commercials will air on major francophone networks in Quebec, including Radio-Canada, TVA, TQS and Télé-Québec beginning on Sept. 10. In a first for the company, the ads will also air on English-language networks in Quebec, including CBC, CTV and Global. This is part of the company’s effort to expand its marketing efforts to Quebec’s anglophone and allophone communities. Teaser billboards have been running in the Montreal area for several days. The campaign was developed by Lg2. “Desjardins Group is a financial institution of its times, constantly evolving and naturally open to Quebec's socio-cultural diversity,” said Gilles Chouinard, creative director of Lg2. “This is what our advertising concept demonstrates. In future campaigns, this new advertising platform will also highlight Desjardins' expertise and the quality of its products and financial services in its many fields of business.”