National Bank goes Hollywood in RRSP campaign

National Bank Financial Group has turned Hollywood producer to promote its RRSPs, using three TV spots created to resemble film shoots.

The ads, created by Bos in Montreal, each begin with a film clapboard and an explanation of the shoot, followed by the voiceover “produced by National Bank, and action.” One spot stars a horse, a middle-aged woman and her family; another features a teenage boy and his grandfather; and the third a couple in a camper travelling around the world.

Each spot ends with the copy, “Planifiez Votre Retraite” (Plan your retirement) and voiceover, “Une autre production de Banque Nationale Groupe financier. La première banque au Québec” (Another production from the National Bank Financial Group. Quebec’s number one bank).

“We’re like a movie producer who makes it possible for clients to achieve their goals. We take action to help them,” explained Alison Marks, manager, promotion and publicity at National Bank.

“For example, the woman is in her 50s and her dream is to increase the size of her stable while involving her family,” said Marks. “It’s a bit aspirational but not over the top.”

In the second ad, a teenager shoots a YouTube-type commercial of his doting grandfather. “The grandfather enjoys family gatherings and plans to spend a lot of time with them in retirement,” said Marks. “The big dream of the couple in the third ad is to travel once they retire, and we show a variety of places they can go.”

The campaign is supported by English and French print ads, and 60-second spots on major online news and information portals, including LesAffaires.com, MSN and Cyberpresse.ca. A promotional component developed in conjunction with Transcontinental offers a free retirement guide and a chance to win a $10,000 National Bank deposit.