• •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:
• •Anchor the RenoAssistance brand clearly and independently.
• •Drive qualified leads from homeowners ready to renovate.
• •Speak directly to the 35–49 year old audience planning major projects.
• •Shift investment toward digital and performance media, while maintaining a smart presence in traditional channels.

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.

• •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
• •Clearer service understanding. Creative showed exactly what RenoAssistance does and when to use it, which improved lead quality and reduced misdirected inquiries.
• •Authentic delivery. Bellefeuille’s voice kept the campaign warm and human while our scripts sharpened the service offer.