Over the past few years, our content strategy and production teams have had the privilege of assisting Quebec flagship Desjardins with various content marketing mandates.

Here are two cases where we helped this organization choose branded content over purely advertising content.

Joining forces with Desjardins and Télé-Québec to sharpen Quebecers’ cyber reflexes

CLIENT

Desjardins

SERVICES

Video production & brand storytelling

Our production expertise and Télé-Québec‘s educational vocation were leveraged to roll out a high-impact multiplatform media campaign to raise awareness among Quebecers of the pitfalls of fraud and scams.

Using cultural references to prevent fraud in the right way

With the face of fraud evolving at lightning speed, no one is likely to be immune to current schemes. Everyone can play an active role in educating themselves about cybersecurity, to help prevent the pitfalls.

Through a series of four videos we produced, four leading Télé-Québec personalities (Stéphane Bellavance, Chloée Deblois, Martin Carli and Chef Oli) shared real-life anecdotes to illustrate that vigilance and good online habits are essential. All in a storytelling approach designed to be touching and human.

The power of storytelling combined with an optimal distribution strategy

The aim of this testimonial approach is to express that cases of fraud or scams can happen to anyone. It was essential to counterbalance the delicate and sometimes threatening connotation of this subject by using a lighter, more sympathetic tone. It’s through these authentic, destigmatized stories that Desjardins’ benevolence towards its members and customers emanates” – Laurie Viens, Senior Marketing Consultant at Desjardins.

The series, designed to reach as many Quebecers as possible, was deployed on Télé-Québec’s video platforms, benefiting from the brand’s credibility and that of its headliners, and promoted via various self-promotions broadcast during prime time on television and on digital channels.

It’s the fruitful collaboration of a major Quebec brand, a public broadcaster and an experienced producer of branded content that makes such a series possible,” Geneviève Chesnay, vice-president of sales, media creativity and marketing at Télé-Québec.

Table Rase : Sur la Route, season 3

Our mandate was to oversee the production of the third season of the Table rase webseries “sans filtre ni jugement”, offered by CBC & Radio-Canada Solutions Média and signed Desjardins, which tackles themes such as access to property outside major metropolitan centers, the cost of passions, working conditions and salary negotiation.

This 5-episode series, co-hosted by our acolytes Rosalie Bonenfant, Karl Hardy, Chloée Deblois and Jessica Prudencio, was deployed on ICI Tou.tv.

A production… on the move

Directing and producing a video series on the road obviously comes with its own set of challenges. The main difficulty lay in the logistics of filming: identifying locations with a strong signature, finding relevant guests outside the metropolitan area, coordinating their availability with that of the talent-hosts, and organizing days when three guests could be filmed in the same area.

To conclude

Through these two distinct collaborations with Desjardins, our teams demonstrated the opportunities that brands have to create engaging and relevant branded content for their audiences. Whether collaborating with Télé-Québec to raise public awareness of cybersecurity issues with a human approach and well-known personalities, or producing the web series “Table rase” for CBC & Radio-Canada Solutions Média, we were able to adapt our creativity and expertise to the specific objectives of each project.

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