To help retain maturing RRSP deposits, attract new deposits from members and strengthen relationships, our goal was to drive members to the branches where Coastal Community experts could help members with their immediate RRSP needs and financial planning for the future. The challenge was to break through member RRSP inertia in a low-interest market where real estate and paying off debt competed for members’ dollars.
The RRSP Rock Star campaign contrasted the spendy ways of vintage big-hair rockers with the sensible and practical approach taken by RRSP Rock Stars. After all, when it comes to RRSP savings, you can't afford to be a one hit wonder. The results? The campaign surpassed objectives. In other words, it rocked.