Twenty years after launching, Tangerine was no longer “different” from the Big 5, or any of the new digital-only upstarts. Every major bank had a strong digital offering, and Tangerine’s once higher rate advantage was no longer as significant. Tangerine needed to find a way to differentiate themselves from the Big 5 in ways that went beyond product advantages.
Canadians feel like they’re working harder than ever to get ahead, but they don’t feel like their banks are helping them in any way.
Tangerine needed to show Canadians that they understood the challenges they face, and look nothing like a bank in the process.
increase in net new clients
increase in ad awareness
increase in brand trust
We try to come up with ideas that travel around the globe. If you'd like to be a part of that and sweat a little blood in the process, we should talk.