CIBC is handing out financial versions of conversation hearts so couples can share messages like “let’s consoli-date” and “show me your TFSA” instead of “UR cute.”

On one hand, the campaign is an attempt to show up on a day not typically associated with financial institutions and to be more fun and relatable, says Domenique Raso, CD for Courage, which won CIBC’s AOR assignment in the fall.

But CIBC is also tapping into the fact that the “money talk” is something that weighs heavily on Canadians and creates lot of stress, particularly for younger couples, which is the core audience the bank has in its sights.

Raso tells strategy it’s a way to further amplify CIBC’s “Real Talk” platform, which, as its name suggests, is about having forthright, straightforward converations about money. Valentine’s Day gave the bank an opportunity to speak directly to couples after finding the insight that financial concerns are the number one cause of divorce. Raso adds that it something centred around Valentine’s Day was a unique way to insert the bank into conversations about financial taboos and anxiety, which has become a common topic in bank marketing.

CIBC will be sharing the hearts with select influencers, sharing them on social channels and making them available to team members and clients at CIBC Square.