CIBC and FUSE Take Client Appreciation to the Next Level

Steve Miller
Executive Creative Director FUSE Marketing Group

FUSE Create
Marketing Services
Toronto, Canada
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Tell us about your role in the creation of this work. 

We worked with CIBC to bring their vision for Client Appreciation Day to life. We developed the idea of renaming a banking centre in honour of one of their clients and worked closely with CIBC to execute the idea both on the ground in Camrose, Alberta, and online.

Give us an overview of the campaign, what is it about and how was this year different than the past?

In previous years, Client Appreciation Day was marked by a coffee truck or giving away CIBC Aventura points. This year, the Client Appreciation Day campaign was anchored around a newly launched content series that champions several of CIBC’s clients called The Memento Project. One of those clients was Crystal. So, to best demonstrate CIBC’s appreciation of their clients, we named one of their banking centres in Crystal’s honour as a way to not only show appreciation to her, but to show CIBC’s commitment to all of their clients.

Tell us about the details creative brief, what did it ask?

The brief simply asked, ‘How do we show appreciation to our clients that communicates our deep connection and commitment to them.’ It was a brief rooted in a very human and personal relationship with their clients. And one day a year, CIBC goes above and beyond to show their appreciation. The ask was how do we really go above and beyond – we think renaming a banking centre did just that.

Which inspired you to make the activation about a single client of CIBC?

Crystal’s story is one of several from the newly launched Memento Project content series. And her authentic and endearing story is one we think all Canadians can relate to. Crystal, and the renaming of the banking centre, became a wonderful symbol of the kind of relationship CIBC has with their clients and also a wonderful way to show their appreciation.

Can you share with us any alternative ideas (if any) for this campaign? How did you know this idea was the one to go with?  

There were some other ideas, but none of which that had the power, simplicity, and authenticity of this one.

What was the greatest challenge that you and your team faced bringing this to life?

Distance was the greatest challenge – Camrose, Alberta is a long way from Toronto, Ontario. But that was really the only one. Everyone, from the clients at CIBC, the centre in Camrose, the town and Crystal, were all behind the idea and helped out in every way.

How did Crystal react when she saw the bank’s transformation?

She was humbled and grateful for all the ‘fuss’ made about her. She couldn’t believe it was all for her, because of her. She truly felt appreciated.

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

The people. That’s what/who I enjoyed the most about seeing this campaign through. Not only was it a truly people-driven endeavor, but everyone shared the same vision, everyone rolled up their sleeves, everyone stayed true to the story and to Crystal, and everyone went above and beyond to make the day happen. The story and activation is about a person named Crystal, but it’s about all of CIBC’s clients, who are all people too.

Where do you see this campaign going in the future?

There will be several more stories to come under the Memento Project banner. Stories of everyday Canadians who are working hard, striving to achieve their hopes and dreams. More Canadians like Crystal. And who knows, maybe there’ll be another CIBC banking centre named in their honour, as another gesture of appreciation.