Case Study: Desjardins boosts cyber scam awareness with Dialekta

Desjardins reaches 8.5 million Quebec residents 3 times over with Dialekta

Dialekta partnered with Desjardins, a major financial institution, which faced the challenge of rebuilding trust and re-establishing its authority on security after a 2019 incident. The objective was to encourage safe online behaviors across all generations in Quebec without sounding moralistic, while also showcasing the brand's caring side to the public.

The solution implemented by Dialekta was a 360° media strategy centered around creating mini-episodes within the popular TV show 'Entre Deux Draps', which featured characters from different generations falling for realistic scams. Dialekta complemented this with influencer partnerships, radio ads, and digital placements. The campaign by Dialekta was highly successful, generating over 25.5 million total impressions and more than 5.5 million complete views of the mini-episodes. It directly drove 60,000 website visits with a low bounce rate of 16.20%, and successfully encouraged a reported increase in phishing reports among members.

Desjardins