In a bold move to reshape perceptions about retirement, HomeEquity Bank has joined forces with renowned Canadian journalist and author Peter Mansbridge. The collaboration, part of a new mass campaign developed in partnership with Zulu Alpha Kilo, aims to spark a national conversation about retirement planning and how leveraging the CHIP Reverse Mortgage can provide Canadians with enhanced opportunities and flexibility during their golden years.
As Canadians shift their perspectives on retirement, recognizing the changing demographic landscape becomes crucial. With individuals aged 55 and above expected to represent a third of Canada’s population by the end of 2024, HomeEquity Bank sees an opportunity to address the evolving needs and concerns of this demographic.
Steve Ranson, President and CEO of HomeEquity Bank, underscores the significance of this campaign, stating, “People aged 55 and above will account for a third of Canada’s population by the end of 2024, leaving many with questions about what the future of retirement looks like.”
The heart of the campaign is a compelling :30 TV spot titled “Ask Yourself.” Featuring Peter Mansbridge in a press conference setting, the ad takes a unique approach. Mansbridge, serving as both interviewer and interviewee, faces tough questions about his future from a discerning audience made up entirely of himself. This creative choice symbolizes the internal dialogue Canadians need to engage in regarding their retirement plans.
“Planning for retirement can be very personal, and many people understandably don’t always know how to evaluate what’s right for them,” remarks Vivianne Gauci, Senior Vice President, Customer Experience & Chief Marketing Officer at HomeEquity Bank. “We’re proud to be collaborating with one of the most trusted interviewers in Canada to help guide and empower people to live retirement on their terms with confidence.”
The decision to collaborate with Peter Mansbridge, a trusted figure in Canadian journalism, adds a layer of authenticity and reliability to the campaign. Mansbridge’s role as a Strategic Communications Consultant for HomeEquity Bank further solidifies his connection to the cause.
Brian Murray, Chief Creative Officer at Zulu Alpha Kilo, expresses enthusiasm about building the campaign around a Canadian icon: “We were excited to build a campaign around a true Canadian icon, Peter Mansbridge. To create the effect of dozens of Peters, we had Peter act out the full commercial from every seat in the press conference. Then all the shots were later combined by the talented visual effects team at Alter Ego.”
The campaign, debuting with “Ask Yourself,” is set to reach audiences through television, digital platforms, and social media, commencing its broadcast on January 8.
In a landscape where retirement planning is a nuanced and personal journey, HomeEquity Bank’s campaign with Peter Mansbridge encourages Canadians to introspectively ask themselves about the meaning and implications of retirement. The imagery of multiple Peters asking tough questions serves as a powerful visual metaphor, urging individuals to explore their unique paths towards a confident retirement.
This professional campaign, titled ‘Ask Yourself,’ not only marks a strategic move in the finance industry but also underscores the importance of initiating conversations that empower Canadians to make informed decisions about their financial futures. The collaboration between HomeEquity Bank, Peter Mansbridge, and Zulu Alpha Kilo stands as a testament to the commitment to guide individuals towards a retirement lived on their terms.
