CLIENT
Home Equity Bank
Yvonne Ziomecki, EVP Marketing & Consumer Sales
Vivianne Gauci, SVP, Marketing and Contact Centre
Erin Wilson, Director, Consumer Marketing
Niary Toodakian, Senior Manager, Advertising & Communication
Shawn James, Creative Director
AGENCY
Zak Mroueh, Chief Creative Officer & Chairman
David Tremblay, Managing Director
Maxine Thomas, Executive Strategy Director
Nick Asik, Creative Director
Jenny Luong, Creative Director
Vinay Parmar, Creative Director
Kevin Sato, Creative Director
Irfan Khan, Creative Director
Jac Beniot, Broadcast Producer
Tricia Lapidario, Broadcast Producer
Christine Taranco, Broadcast Producer
OMD
Dwayne Mataseje, Group Director of Broadcast
Mitchell Cornelisse, Broadcast Supervisor
Zulubot
Max Lawlor, Senior Editor
Jay Baker, Senior Editor
Ashlee Mitchell, Senior Editor
SUMMARY
HomeEquity Bank’s Retire In The Home You Love campaign has proven itself capable of delivering against multiple challenges: increasing brand awareness, addressing genuine skepticism toward the entire category or reverse mortgages, and reframing the way seniors are portrayed and perceived in advertising and communications. Over a three-year period it has lifted results at every stage of the consumer journey, including increased brand recognition, expanding the size of consumers coming into the purchase funnel, and ultimately helping to drive a growth in sales of 75% versus its 2017 starting point.
