Money is a major source of contention in many relationships and to bring attention to the connection between love and money, CIBC created a Valentine's Day campaign that centers around Financial Conversation Hearts. With sayings like "Show me your TFSA" and "Talk Money to Me," the conversation hearts put a twist on traditional phrases seen on the heart-shaped edible candies.
With these candies, CIBC highlights some of the issues that couples often avoid addressing, including investments, saving for the future or having everyday discussions about money.
The campaign was conceptualized by the bank’s new agency, Courage, and it intentionally feeds into CIBC’s new Real Talk platform. The Valentine's Day campaign was shared through influencers, social channels and the global flagship CIBC Square.
Financial Conversation Hearts
CIBC's Valentine's Day Campaign Addressed a Relationship Stressor
Trend Themes
1. Financial Relationship Discussion - As financial discussion becomes normalized, there is an opportunity for businesses to create products and campaigns that encourage and facilitate healthy communication around money.
2. Creative Marketing Campaigns - As evidenced by CIBC's Financial Conversation Hearts, there is an opportunity for businesses to create clever and unique marketing campaigns that address important and often avoided topics.
3. Personal Finance Education - As more attention is brought to the connection between love and money, there is an opportunity for industries to offer personal finance education to help individuals and couples navigate financial issues in their relationships.
Industry Implications
1. Banking and Financial Institutions - As evidenced by CIBC's Valentine's Day campaign, there is an opportunity for banks and financial institutions to develop campaigns and products that promote financial discussion and education.
2. Consumer Goods - As evidenced by CIBC's Financial Conversation Hearts, there is an opportunity for consumer goods companies to create unique and clever products that address important and often avoided topics.
3. Edtech and Personal Finance Education - As more attention is brought to the connection between love and money, there is an opportunity for EdTech and personal finance companies to offer education and tools to help individuals and couples navigate financial issues in their relationships.