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The season of love is upon us, and Coast Capital, a federal financial cooperative is aiming to bring more couples together this Valentine’s Day as part of their new Talk Money to Me campaign. Finance and specifically not being on the same page when it comes to financial matters between a couple can often be a relationship killer.
In a recent Angus Reid Forum survey, it was revealed that nearly half of the respondents in Canada (45%) confess to financial dishonesty in their relationships and 44% said they feel embarrassed or ashamed of their finances. That is why the brand set out to help couples across the country break the taboo and start having real conversations about finances.
As part of this new campaign, Coast Capital has launched Talk Money to Me, an interactive card game launching in branches and online ahead of Valentine’s Day on February 7th that sets out to break the ice for those necessary money conversations couples have been putting off.
“We created Talk Money to Me to spark real conversations about money between couples no matter the stage in their relationship,” says Andrew Rusk, Vice President of Marketing at Coast Capital. “Human connection and real partnership are in our DNA at Coast Capital, that’s why we launched our We’re For Real brand platform in 2021. Canadians deserve a financial partner that is there to help them navigate the difficult and sometimes uncomfortable financial conversations so that dreams like sending their kids to college, affording a wedding, buying their first home or even just paying for groceries aren’t dreams, they are realities within reach today.”
The forum organized by Citizen Relations was also used to discover more perceptions and to gauge the comfort level of participants on having the money talk in relationships. The startling data grounded the campaign and was followed by a fresh approach to market research – taking to the streets to see exactly what real couples in Vancouver think about the topic.
Coast Capital took to the streets with Daniella Atkinson, to create a street-style interview series where she proceeded to ask couples a variety of personal questions to show how well they know each other on an intimate level and then challenged them to pick a card from the deck to test how well they know each other’s financial situation.
The videos, in tandem with the data from the enlightening survey, were shared across social and leveraged in a strategic national media relations approach. Content creators across the province also got involved, playing the game with their partners and inviting their followers to have the money talk with their partners this Valentine’s Day.
- Public Relations – Citizen Relations
- Brand – Coast Capital
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