In June 2017, CIBC Acquired Chicago-based PrivateBank, and they challenged Juniper Park\TBWA to launch their first product under the CIBC banner, a digital-only High Interest Savings Account (HISA) for mass affluent clients. The primary challenge for Juniper Park/TBWA was to find a unique entry point that differentiated itself from competitors and positioned CIBC as intelligent banking for the agile generation.
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After analyzing research, data and insights regarding how people come into wealth, we recognized that for the majority of public, they experience various “windfall moments”, such as selling their house, getting a bonus, or inheriting money that contributes to their overall wealth. It’s right after these moments when our target is overwhelmed, and need a trusted partner that can help grow their money while they decide what to do next. With this in mind, we set out to develop targeted advertisements that connected with people experiencing these “windfall moments” by communicating how the CIBC HISA is a flexible account that is able to move with you as you go through life.