Desjardins: It Pays to Emerge from Anonymity


Monetico Mobile is one of Desjardins' payment solutions that enables business owners to accept credit card payments from anywhere. The solution uses a secure connection to process transactions via smart devices, providing business owners with more freedom and new business opportunities.

Ressac’s original ad campaign elicited interest for the mobile solution and made it stand out from the competition. The idea was based on support group concept, “entrepreneurs anonymous”, where members shared problems and got received support from their peers. The goal was to attract “anonymous entrepreneurs and business owners” and entice them to “emerge from anonymity”, i.e. To finally start accepting credit card payments. The satirical tone provided levity while piquing the target group’s curiosity.

After releasing a teaser ad using pre-roll videos depicting the mysterious problem plaguing these business owners, we unveiled Monetico Mobile and its benefits for business owners.

A performance campaign (SEM, banners, pre-rolls) was then launched to increase traffic onto the Monetico Mobile's microsite and to generate interest in the mobile solution, most notably through the creation of a contest. The online statistics and profiles identified paved the way for increasing contact opportunities with a considerable number of highly qualified business owners.

Backed by a solid, open-ended creative platform, these tactics introduced the product to the target audience and shed light on key business intelligence findings that can support future initiatives.