EQ Bank's 'Make Bank' Campaign Gives Back to Canadian Customers

EQ Bank has launched its first campaign under a new brand platform developed with The Hive. The new 'Make Bank' campaign positions EQ Bank firmly on the side of Canadians who are looking to maximise their potential and gain an edge with their money. The integrated national effort launches this week with video, OOH, digital media and influencer activations. 

Throughout the campaign, EQ Bank champions the voices of Canadians – both their frustration and desires – that were gleaned through extensive discussions with consumers.  

“It was important for us to not just reflect back the tension we heard when people described how they currently feel towards their existing bank” said “Dustin Rideout, CSO and partner at The Hive”. 'Make Bank' is about boldly declaring how EQ bank provides its customers a real solution to what they feel is missing.” 

The campaign hero video and supporting :15s, stoke emotion through a shared belief that Canadians feel like they’re living in a world working that’s taking from them. The brand asks a simple yet provocative question – don’t we deserve a bank always making for us? 

In OOH, digital and social, similar sentiments of frustration with the old banking system are paired with powerful portraits of Canadians who have moved on to EQ Bank. 

“The headlines were all inspired by actual consumers voices that we heard in research” said Mitch Duesling, associate creative director at The Hive, “Canadians are known for being fairly apathetic when it comes to their banking - many staying with the same institutions for life - but when you dig a little deeper, we heard a growing sense of resentment and impatience at the way their money is being handled.” 

“Our purpose is to drive change in Canadian Banking to enrich people's lives,” says Caleb Rubin, VP marketing at EQ Bank. “This next stage of our brand story is about boldly declaring that EQ Bank is the next-gen bank empowering Canadians with the tools to maximise their potential. There's a reason more than 250,000 Canadians are already making bank with EQ Bank. We’re challenging what’s been done before because we know Canadians deserve better. And this is just the start.”

The first campaign under EQ Bank’s new platform will run through the fall, with future campaign waves currently in development. 

Creative strategy and development were led by The Hive, with Epitaph managing media planning and buying.