Lowe Roche
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Mackenzie Investments
Most Canadians struggle to find money to invest. But if they spent more wisely on everyday purchases, both big and small, they’d be surprised to find that the money was actually there. At least that’s what the research Lowe Roche conducted suggested. But how to bring that message home?
Launched in the heart of RRSP season with full-page newspaper, magazine, OOH, online, DM and PR, the agency’s campaign for the investment company pushed the central idea that by making wise spending choices today and investing the difference, Canadians could benefit in their retirement.
Provocative print ads asked, for example: “Can you afford to keep your husband?” with the answer: “Sure, he’s a nice guy. Good with the kids. Snappy dresser. But like all men, he has a weakness: expensive, shiny toys.” The ad went on to explain how to curb one’s “Burn Rate,” i.e. how quickly one spent money.
The message got through. The media pick-up was an impressive 32.9 million impressions. And Mackenzie’s mutual fund sales for January to March 2006 saw a 74% increase over the same period in 2005.
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