Following the introduction of its “Let's Realize Your Ideas” brand promise in 2015 and a brand refresh in 2016, National Bank wanted to reinvigorate its brand and shift perceptions by demonstrating its commitment to helping Quebecers bring their ideas to life.

To achieve this, the organization launched the content series “Celebrating Those Who Dare,” showcasing individuals who turned their ideas into reality, from a tattoo artist who became a physician, to a divorced couple redefining shared living, to young Montreal entrepreneurs launching their own clothing brand. Supported by complementary editorial content, the series was designed to reach Quebec audiences over a full year through an evolving media strategy. Adviso developed and executed this strategy using progressive audience targeting, engagement-based audience building, and retargeting of the most qualified segments to maximize content reach and influence brand perception.