CIBC
Ambitions. Made. Real.
Overview
We rebranded CIBC by putting the brand purpose at the centre of the storytelling – Ambitions. Made. Real.
Relevance
- Made a same old, same old big bank feel more human.
- Gave consumers a chance to connect and tap into their own ambitions.
- Became omnipresent in all corners of the country.
Key Challenge
How do you get people to embrace a new purpose from the same old bank?
Strategic platform
Convention:
CIBC is a reliable old bank, but not as exciting as new and innovative fintech companies.
Disruption:
Create a highly resonant brand platform that would differentiate CIBC by showing as much focus on humanity as functionality of finance.
Vision:
Create highly emotive impressions with stories grounded in real life experiences from real CIBC customers.
Creative strategy
Create a platform that speaks to everyone by connecting with the hundreds of unique, individual ambitions of CIBC’s audiences.
The Results
#1
in brand consideration among clients and highest recall among the big banks.
16%
increase in sales across CIBC’s lines of business.
41%
of Canadians perceived CIBC as modern and innovative.
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