Alex Yates
Creative Director
Brett Wertz
Project Coordinator
Background
Canadian Imperial Bank of Commerce (CIBC) provides financial services to people around the world. Its Guaranteed Investment Certificate (GIC) is an important solution for foreign students and expatriates living in Canada to help secure the proper paperwork needed to live abroad in Canada.
Problem
The market for financial services like the GIC is competitive and complex. There are intricate financial concepts that need to be clearly communicated, a problem made more daunting when done in a second or third language. Baseline customer literacy about the service is important in order to explain the benefits.
CIBC wanted to approach potential Vietnamese consumers with its GIC offer in a targeted way that only addressed the most relevant audience and introduced the product in a clear, understandable way. Traditional marketing approaches might cast too broad a net, while targeted approaches could be cost ineffective.
Approach
Fourdozen developed a marketing strategy to approach potential consumers via the businesses that those target customers would be using on their path to life abroad in Canada: study abroad consulting firms, international real estate agents, and job placement firms. Fourdozen developed a suite of training materials in Vietnamese to educate those businesses on the CIBC product, and help them incorporate it into their service offerings. Fourdozen then identified hundreds of firms nationwide and trained their teams on the GIC, with followup touchpoints one and three months out from the training.
The resulting network of B2B contacts deepened CIBC’s reach into Vietnam and gave it a personal connection with partners who could share and introduce the GIC to CIBC’s customers.