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Desjardins conducts Bell Media promotion

Bell Media and financial cooperative Desjardins Group have begun a campaign to highlight the winners of the Desjardins GoodSpark Grants initiative. The initiative is intended to support local small businesses through $3 million in grants. The campaign consists of segments on IHeartRadio Canada radio stations and sponsored social media content, among other elements. It is a collaboration between Bell Media, Desjardins, Glassroom and Bleublancrouge. Audio creative will also run on Orbyt Media, Stingray Radio and Central Ontario Broadcasting stations. Elements include live readings, promotional announcements, integrated liners and pages on the radio stations’ websites.

“This inspired us to move from commercial time to content integrations,” said Raphaël Metter-Rothan, media director at Desjardins “By partnering with Bell Media and working closely with Glassroom, we were able to connect with listeners in a more meaningful and authentic way while also giving the program national reach and awareness.”

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