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....