EQ bank card launch
The brief: reposition EQ Bank from an account to park money to earn high interest, to an account to do everyday banking while earning more by launching an EQ Bank Card, with a 10% card adoption rate target for the customer base.
The work: led all copy efforts for the introduction of the EQ Bank Card—from concepting to the writing of: the landing page, coming soon email, launch email, growth ads, journey emails, and an out-of-home ad.
The result: the EQ Bank Card launched in January 2023, and within 3 weeks, over 30K customers had signed up for the card (above the 10% card adoption rate target). The card launched in Quebec in September, and within 3 months, over 20% of Quebec EQ Bank customers had signed up for the card. As of December 2023, over 25% of EQ Bank customers in Canada (over 100K) have signed up for the card.
EQ Bank FHSA savings Account launch
The brief: expand EQ Bank’s presence in the investment space by launching a First Home Savings Account, in response to the government of Canada’s introduction of this product. Educate consumers and current customers on the tax benefits of an FHSA, and communicate EQ Bank’s unique offering of 3% interest, which will help first-time homebuyers reach their savings goal faster.
The work: led all copy efforts for the FHSA Savings Account launch, from writing an educational landing page that also communicated the high interest benefits, to writing a launch email, awareness ads, and FHSA deadline emails to create a sense of urgency.
The result: the FHSA Savings Account launched in July 2023, and within the first 4 weeks, over 3K customers had signed up for the account, a strong result for a product that’s more niche than an RRSP or a TFSA. Deadline reminder emails were sent in December 2023, to further increase account adoption and contributions within the customer base.
Other EQ bank copy samples
Special offer email, headline tone of voice, and web copy.
