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After a strong brand-awareness push featuring comedian François Bellefeuille, RenoAssistance faced a gap in understanding and brand attribution. While recognition was high, many viewers misattributed the campaign to Desjardins or failed to grasp RenoAssistance’s role as the go-to partner for verified renovation experts.
The client needed a Phase 2 campaign that would:
For most homeowners, the idea of renovating lingers for months, and once the decision is made, they run.. At that point, what they really crave isn’t inspiration; it’s trust, simplicity, and a verified path forward. That specific window is small and the campaign had to meet people right there and in that moment.
We built on the humor and humanity of François Bellefeuille while evolving the storytelling.
This time, he wasn’t the punchline, but rather the voice of reason reminding homeowners that RenoAssistance is there the second the project gets real.
The tone remained witty and approachable but with sharper branding, clearer service cues, and early brand identification to strengthen recall.
We built a tight, modular creative system and a digital-first media plan that kept reach intact while steering exposure toward our target audience.
Our approach converted the learnings from Phase 1 into a campaign that closed the loop between awareness and action:
-Clearer brand attribution: RenoAssistance was front and centre early in narrative to reduce confusion with Desjardins.
-Improved digital engagement: rebalanced media drove higher video completion and engagement with target audience
Film production and post-production
Creative concepting & Narrative
Digital content creative
Media strategy
