CIBC gets personal for its annual Client Appreciation Day

Who: Fuse and CIBC.

What: A program in honour of the financial services company’s annual Client Appreciation Day, which saw it temporarily remake a branch in Camrose, Alta. to celebrate one of its customers.

When & Where: The one-day event took place on Oct. 25 and was shared across social media platforms including LinkedIn, Twitter, Facebook, Instagram and YouTube.

Why: It’s part of CIBC’s annual celebration of its clients. Previous years have included a coffee truck and Aventura point giveaways, but this time things got a little more personal.

How: The campaign is celebrating the accomplishments of Alberta resident and client Crystal Regehr Westergard, who used a loan and business advice from CIBC to create a successful business called Cuban Lunch.

The peanut and chocolate bars are a revival of a longtime Prairie favourite that disappeared from shelves when Paulins, the Winnipeg factory where the bars were manufactured, closed in 1991. Regehr Westergard’s company has produced more than two million bars in two years.

CIBC_CAD_MAPSThe initiative went far beyond merely changing the sign (which read “Crystal’s CIBC Banking Centre”). Instead, every single customer touchpoint—from the welcome mat and employee name-tags to pens and even the branch’s Google Maps address—bore Regehr Westergard’s name.

Her story is also featured in the first installation of CIBC’s new content series the CIBC Memento Project, which will showcase the success of the clients across the country (see video below).

And we quote: “On Client Appreciation Day, we celebrate our relationships with Canadians who are actively working towards their goals, whether big or small. We are proud to be part of each story.” — Stephen Forbes, executive vice-president, purpose, marketing and brand, CIBC

It’s the ultimate display of the close, personal relationship CIBC has with their clients. It goes well beyond transactional, it’s a true partnership, embodied wonderfully in Crystal’s story and the renaming of the branch. — Steve Miller, executive creative director, Fuse.


Chris Powell