Dominion Lending Centres (DLC) is urging homeowners not to “roll over” for a sub-par mortgage deal.
The creative for the campaign, led by DLC’s agency of record Here Be Monsters, takes the passive term literally with hero spots that feature people going about their daily routines while rolling on the ground.
The “don’t-just-roll-over” directive comes during a year in which the mortgages for an estimated 1.7 million Canadian households are coming up for renewal.
“Lenders often rely on the likelihood that existing clients will renew without exploring other options,” claims Kate Brady, DLC’s VP of marketing.
Brady says DLC’s focus is on education and empowerment with the suggestion that people pause to talk to a broker and make informed decisions about the renewal process.
Mediology handled media planning and buying for national TV, OLV, digital display and social placements that will run through mortgage renewal season and the NHL playoffs.
The campaign builds on DLC’s long-standing relationship with the NHL. Its past work with the league included a partnership with former CBC hockey personality Don Cherry.
“Hockey offers a powerful platform to connect with Canadians, especially during high-energy moments like the playoffs. With five Canadian teams in the mix this year, it’s a great time to be part of the conversation,” Brady says. “That said, this campaign was selected for its broader appeal. While the NHL provides strong visibility, the message is designed to resonate with Canadians coast to coast, whether they’re die-hard hockey fans or not.”
Brady says the campaign is lighter in terms of media weight, especially in broadcast terms, when compared with DLC’s traditional spring and fall rollouts.
“While we’ve invested meaningfully in digital, we’re keeping a close eye on performance and planning a more robust effort for the fall,” Brady says. “The current campaign sets the stage for that next phase of growth.”
On the digital side, DLC maintains an always-on presence. The campaign is DLC’s first collaboration with Here Be Monsters to mark the beginning of a multi-year marketing relationship.
