In 2021, Canadians experienced significant financial losses totaling $275 million. It was mainly due to increasingly sophisticated and damaging online fraud.
For Desjardins, this posed a significant challenge. The institution needed to raise awareness among Quebecers about good cybersecurity practices while avoiding making them feel guilty. We also had to tailor the message to diverse audiences.
The objective was to find a non-blaming approach and show people how to protect themselves online while addressing various age groups and risks.
Desjardins’ main goal was to raise awareness among Quebecers about online fraud risks and educate them about good cybersecurity practices.
To achieve this, Dialekta had the task of employing creative and innovative methods to reach diverse audiences.
The idea was to encourage Quebecers to heed Desjardins’ advice by leveraging the credibility of their favorite characters.
To raise awareness and education, Dialekta collaborated with popular TV shows ‘Entre deux draps’ and ‘En ligne’ to achieve the goals.
These shows catered to different generations and provided complementary approaches. Humorous scenes involving characters from these shows were created to depict various risky situations, accompanied by expert advice from Desjardins.
The creative approach involved using traditional media by involving celebrities, which was unconventional for an advertiser in the banking sector.
The created videos were aired simultaneously with the TV shows on complementary platforms such as Noovo, Télé-Québec, La Presse, Radio-Canada, and YouTube. Banners were also incorporated to keep the advice visible on the screen and encourage interaction.
By leveraging content on other platforms like Tou.tv, La Presse, Télé-Québec en classe, and social media, Dialekta succeeded in maximizing the campaign’s reach and impact while providing relevant educational content on cybersecurity.
The campaign was a resounding success, greatly exceeding the set objectives:
With over 25 million views in Quebec, equivalent to 3 views per person, the campaign effectively informed and protected a wide audience from the risks of online fraud.
The campaign generated more than 64 million impressions, boasting a click-through rate twice the industry average, showcasing the efficacy of the implemented tactics.
Through strategic deployment, the campaign reached over 5 times the Quebec population (8.5 million people), engaging all generations with formats tailored to their digital habits.
More than 150,000 Quebecers sought additional information on the campaign pages, demonstrating the generated interest and the effectiveness of the educational message.
In terms of return on investment, Desjardins observed an increase in cybersecurity-conscious behaviors among its members during the campaign period, resulting in a higher number of reported phishing attempts.
The campaign also received an IDEA award for the use of Brand Integration!
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