HomeEquity Bank: HomeEquity Bank Rebrand

HomeEquity Bank (HEB), a bank, launched a campaign in Canada to increase brand awareness and challenge outdated perceptions about seniors to promote its reverse mortgage solution.

Campaign details

Brand: HomeEquity BankBrand owner: HOMEQ CoorporationEntrant company: Zulu Alpha Kilo, TorontoMedia: OMD Canada, TorontoMarket: CanadaSector: BanksMedia channels: Packaging & design, Television, Television - direct responseBudget: 1 - 3 million

Executive summary

The marketing world typically focuses its attention firmly on youth, often at the expense of understanding the opportunities represented by older consumers. As a result, significant shifts in the attitudes, behaviours and needs of that demographic are easily missed. That is true of Canadian Baby Boomers as they enter their retirement years....

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