Challenge:

Find a relevant way to talk to 25-34 year-olds about saving money. The last thing the target wants to think about is saving. But the challenge is to make it top of mind. You can't sound too 'corporatey' because it will turn the target off. And you can't sound too cool because it will feel too fake.

Idea:
Create a microsite that speaks to our target audience about the benefits of saving in a relatable and motivating way.

Result:
The videos featured a woman who was a part of our target group speaking with a tone of voice that was relatable to our audience. The site  also featured an interactive planner, an RSP Savings Calculator, tips, and an FAQ page.

Since its launch in 2010, close to 3 million users have visited the site. It's still live today and going strong.

To see for yourself, click here: tdgetsaving.com