CIBC is unveiling a credit card it designed to keep pace with busy lives and adjust to shifting spending habits.
The launch of Adapta comes with a new campaign, by agency partner Courage, that uses scrolling split screens to convey the process of a consumer’s changing purchasing behaviour. Each month, the card adjusts categories to automatically remit more points for the items on which a customer spends most, yielding 1.5 points for every dollar spent across an individual’s top three spending categories.
“We know consumer habits change often, and our goal is to ensure we meet our clients where they are,” says Angela Sarino, VP and business partner of marketing at CIBC. “For this campaign, we wanted to visually showcase both the flexibility and adaptability of the card and how it rewards consumers, regardless of how their spending changes.”
Courage creative director Jesse Wilks says the agency wanted to show how life and spending interests change for everyone.
“Using a simple but effective device of split screens and match cuts helped us convey that to viewers in an instant and convey that the card adapts to you with your ever-changing life.”
“Adapta is such a unique concept and offering from CIBC, literally transforming itself to maximize points on whatever you need it to,” says Gerardo Agbuya, creative director at Courage. “We’ve all gone through those life changes where spending naturally tracks and reflects what is happening daily – could be summer entertaining or could be a newborn.”
Agbuya says the spot presents gradual life changes in a digestible way, yet with creative that makes impactful point.
The campaign is running on TV, OOH (billboards, Union Station bus terminal takeover, TTC streetcar wrap), digital.
Essence handled the media buy, with Oliver collaborating on social.
CIBC recently became the first issuing partner for Mastercard’s Touch Card which offers tactility features to help assist people in the sight-loss community.
