Desjardins

A demonstration of Desjardins’ commitment to people over profits through song.

Category ― Integrated marketing campaign
Date ― May 22, 2020 - June 5, 2020
Challenge

Prove that the Desjardins Financial Cooperative isn’t just another bank by demonstrating its commitment to social, mental and economic well-being of all Canadians during COVID.

Process

Don’t just say something meaningful to Canadians who have endured 3 long months of social isolation and economic uncertainty. Do something meaningful.

Creative solution

In an effort to support both out-of-work Canadian musicians and those in our community who needed their spirits boosted, we created the “Send a Solo” initiative. Through “Send A Solo”, Desjardins generously employed 47 professional musicians across Canada to perform over 100 solos for those who needed them most, from the elderly and immune-compromised to tireless frontline workers.

Results

More than 400 musicians applied for the job and almost 600 Canadians nominated friends and loved ones for solos. We earned 12 TV segments on Canada’s most popular national news and entertainment shows and 9 of our musicians received national TV appearances. We reached over 4 million Canadians and increased the average engagement rate on Desjardins’ Facebook page by 36%. Our videos were viewed over 2.6MM times, delivering over 8.25MM impressions and driving a 500% increase in traffic to our Desjardins Agents website.