Case Study: Desjardins raises cybersecurity awareness with Dialekta's local media and entertainment campaign

Desjardins reaches 8.5 million Quebec residents 3 times over with Dialekta

Desjardins, a major financial institution, faced the challenge of re-engaging Quebec residents on the sensitive topic of cybersecurity following a 2019 incident that had shaken trust. Their objectives were to showcase their caring side and encourage the public to take ownership of their own safety without sounding moralistic. They partnered with the vendor Dialekta for a comprehensive 360° media strategy to address this.

Dialekta's solution was to integrate Desjardins' security message into popular Quebec culture by creating mini-episodes within the local television show "Entre Deux Draps." This approach allowed them to reach different generations with relatable scenarios. The campaign, executed across TV, digital, influencer, and radio channels, was highly successful. For Dialekta, the results included over 5.5 million complete video views, more than 150,000 people searching for further information, and 60,000 direct site visits with a low bounce rate, demonstrating significant public engagement and a successful restoration of trust.

Desjardins