This 'Financial Cushion' Is the Best Accessory for Saving with National Bank

Since July 1st is moving day in Quebec, National Bank, in collaboration with LG2, launched a targeted campaign to promote the habit of saving. Superbanner advertising near affordable furniture stores creates a unique link with this time of year: the National Bank is a choice ally for efficiently furnishing... your savings! Also featured in web banners and social media, this initiative aims to democratize savings.

Audrey Houde-Forget, senior manager, brand, content and advertising, National Bank of Canada, says, “A financial cushion, as its well-known, can be translated into savings, foresight or even short- or medium-term project planning. With this message, National Bank hopes to encourage people to make saving a habit. The aim is not to set a specific amount to be saved, but to propose an accessible minimum amount that encourages putting money aside.”

Dominique Bulmer, creative director, LG2, says, “The nod to home furnishings in the context of the move seemed to us to be a very appropriate conversation starter. July 1st is not a time when financial institutions are usually present in advertising messages. This was an opportunity for National Bank to stand out with a simple message that said it all. The fact that it was on the outskirts of affordable home furnishings stores made the message all the more compelling: savings can be accessible to everyone.”