(Toronto – February 7, 2008) Lowe Roche’s latest integrated campaign for Mackenzie Investments features The Denialers - fictional characters with overzealous spending habits. They are the family that has everything, literally, except a financial plan for their future. The campaign consists of four web films, online banner ads, teaser videos and national print ads that direct to the new website www.burnrate.ca.
“We wanted to create an entertaining yet thought provoking campaign to raise awareness for the Mackenzie brand during the RRSP selling season in Canada.” Says Geoffrey Roche, Chief Creative Officer, Lowe Roche. "Given all the financial uncertainty, market volatility, the US mortgage crisis and all the out of control consumer credit card spending, it felt like now was the perfect moment to introduce this notion of financial denial as depicted through the eyes of the Denialer family. Everyone knows or sees people like The Denialers, who are living beyond their means.” says Roche.
Burn Rate simply refers to the speed at which one spends their money. The idea of course being, that you try to control how much cash you burn now, so you can live better when you retire. One less latte a week can result in substantial savings over a year and even more so over twenty years (especially if you invest that latte savings wisely). At www.burnrate.ca people can view The Denialer videos and utilize a number of financial tools including investment books, podcasts and a spending quiz to show consumers what type of spender they are. The end goal is to make people think twice about how they spend, and most importantly, to contact their financial advisors to learn ways they can control their burn rate by investing with Mackenzie.
Just like The Denialer family “we don't deny ourselves much these days - except for a dose of reality when it comes to our financial security," says John Dale, Executive Vice President, Mackenzie Investments.
About Lowe Roche:
Marketing Magazine 2007 agency of the year
Key Clients include: Audi, Nestle Purina, Boston Pizza, Stella Artois
About Mackenzie Investments:
Mackenzie Investments was founded in 1967, and is a leading investment management firm providing investment advisory and related services. With $60.2 billion in assets under management as at January 31, 2008, Mackenzie Investments distributes its services through a diversified network of third-party financial advisors. Mackenzie Investments is a member of the IGM Financial Inc. (TSX: IGM) group of companies. IGM Financial is one of Canada’s premier financial services companies with over $117 billion in total assets under management.
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